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Mindy.cl Mindy

The Other PAES

Agency: LOCA Santiago

Description

Each year in Chile, millions of students take the PAES, the higher education admission test. For some, this is just an academic challenge, but for the majority of young people, it's an emotional challenge because of everything it involves: their professional future, wondering if their score will be enough to be admitted to the career they want, or even being the first in their family to attend university, among other factors that trigger a whirlwind of anxiety, panic attacks, insomnia, nervousness, and even depression.

Together with Mindy, Chile’s mental health and wellness platform, we created The Other PAES, the first test that asks you the questions no one else does: How are you feeling? Are you stressed? Have you been sleeping well? Have you been eating well? Do you feel lonely? By going to mindy.cl/laotrapaes and answering 9 questions designed by mental health experts, we can identify symptoms, offer timely support, and guide students through this process.

This professional campaign titled 'The Other PAES' was published in Chile in December, 2024. It was created for the brands: Mindy and Mindy.cl, by ad agency: LOCA Santiago. This Audio, Digital, and Film media campaign is related to the Education, Health, and Public Utility industries and contains 1 media asset. It was submitted 5 months ago.

Credits

Advertising Agency: LOCA Santiago, Chile.
ECD: Nicolás López, Sebastián Alvarado.
Creative Director: Jaime González.
Art Director: Marco López, Diego Rojas, José Santos "Rax" Ferrada.
Copywriter: Macarena Galiano, Gabriel Lara.
Photographer: Marco López.
Production Company: Central Films, Chile.
Director: Sebastián Teítan.

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