Set to music by national artist Javiera Mena, this new audiovisual piece joins the series of Creadores de Futuro and #ChilenasCreandoFuturo. The new country image strategy seeks to transform the way Chile will be projected to the world over the next 10 years, positioning Chileans as agents of change.
Innovation, sustainability, renewable energies. These are just some of the areas addressed by the new stage of the country brand strategy "Chile Creating Future" (#ChileCreatingFuture), presented today by Imagen de Chile. It is a journey throughout the country, which seeks to recognize and make visible the various areas from which Chileans today are inspiring and contributing to the construction of a better future.
"The world already knows Chile for our incredible landscapes and geography. We want them to know us also for our people and what they are capable of creating thanks to their talent, their vision and their resilience, that ability to contribute to creating a better world. Why we have the tallest tower in Latin America despite being the country with the worst earthquakes? Why we are such a valuable source of healthy food for the world despite how far away we are? Why our cinema is seen all over the world? What do the emerging unicorns represent? It is our people who make the difference," said the executive director of Imagen de Chile, Constanza Cea, during the presentation, held today at the Museum of Visual Arts (MAVI).
"This new momentum has to do with a transition from the concepts that were previously identified with Chile's image. That is why we say that we have been moving from landscape to people, from geography to innovation, from growth to sustainability, and from what is received to what is contributed," assured the Minister of Foreign Affairs, Andrés Allamand, who participated through a video. "Many times the image of Chile is projected on the basis of our geography, of what our country is, that is, a look at us, but it is also possible to look at the image of Chile from us, and that has to do with enhancing the contributions that Chile makes to the international community," he added.
Directed by Jonathan Knuckey of the production company AlaskaFilms, and with original music by Chilean singer Javiera Mena, this new audiovisual piece is part of the "Chile Creando Futuro" campaign, a country image strategy that seeks to focus not only on its territory, but also on Chileans as agents of change, creators of new ways of thinking and contributing to Chile and the world. The campaign was designed by the advertising agency McCann.
As of today, the material will be disseminated to the national and international public, translated into 4 languages(Spanish, English, Chinese and Portuguese), over the next few months, in New York, London, Madrid and Sao Paulo through digital platforms.
The new campaign, composed of an ecosystem of multimedia capsules, seeks to inspire from talent, sustainability, innovation, investment and preference for Chilean products, gathering local experiences and seeking to reflect the essence of Chile through its people and humanity. In addition to the above, the design of an interactive platform built as a story, in which visitors can soak up "the reasons to believe", an invitation that allows users to take a tour through the areas of sustainability, heritage, science and innovation, culture, astronomy, sports, among others.
"Chile Creating Future" to the world
The presentation was followed by a panel discussion composed of Eduardo della Maggiora, CEO of Betterfly; Claudia Bobadilla, Founder of Puente Social; Claudio Seebach, Executive President of Generadoras de Chile; and Aurelio Montes, President of Vinos de Chile, who talked about how Chile is creating the future through innovation, collaboration, national products, among others.
During the event, the CEO of Betterfly, Eduardo Della Maggiora, referred to the new panorama that is opening up in Chile and Latin America for entrepreneurs. "The opportunities in the world are not equally distributed and depend a lot on where we are born and where we are. It is going to matter less and less where you were born and where you are to carry out the dreams you have, and that will allow people anywhere in the world to carry out their dreams. And when those dreams are driven by creating a better future, those dreams grow in a way that has never been possible before," he said. "The pandemic accelerated certain things, and one effect was that it democratized the ability of talent anywhere in the world to start game-changing ventures. Thanks to this new reality, today an entrepreneur can be sitting with funding from Silicon Valley, New York or London through platforms like Zoom," added Della Magiora.
From the wine sector, Aurelio Montes, president of Vinos de Chile, said that three decades ago the industry began a revolution that has led wine to become a great ambassador of Chile abroad. "Thirty years ago a revolution began in Chilean wine. And we began to diversify geographically, opening up to new valleys, we began to look more closely at the grape varieties and this has been recognized by the world. Today we are creating a future because Chile is the largest exporter of wine in the new world and the fourth largest exporter in the world by volume, surpassed only by France, Spain and Italy. Wine will continue to be a great ambassador and is what we are best known for in the world," he said.
Claudia Bobadilla, Founder of Puente Social, assures that the question is what kind of future we want to create. "What are the issues or values that we must take care of in order to have a sustainable future? A constant that has emerged since October 2019 is honesty, we are learning to look at ourselves honestly, with all the talent, but at the same time, with the fragility we have," she assured. "I like to think of a country that shows itself with honesty, no country is perfect. A country can show itself with its assets, but also with its liabilities and with the ways to face those vulnerabilities," he added.
Finally, the executive president of Generadoras de Chile, Claudio Seebach, referred to the energy challenges that our country faces, and at the same time the opportunity we have to lead a process of energy transformation in the region. "I believe that Chile can set an example of how we can solve the challenge of stopping burning things, and thus be able to create a better future. I see in this future that we keep energy as something central, but we replace it with renewable and clean sources, which will allow us to stop burning diesel. I am confident that the future is going to be better, that energy will remain central and that we will solve challenges such as green hydrogen production. I am totally confident that we will continue to create this future together," he said.
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