When Oreo launched its Pollyannishly optimistic “Wonderfilled” ad campaign recently, it chose to air it on AMC’s darkly cynical “Mad Men. ” Quoted in AdAge, Janda Lukin, director of Oreo at Mondelez International, Inc., says that the show’s adult audience is the demographic Oreo wanted to attract. “Kids already have a sense of wonder in how they see the world, but adults have to be reminded of that. The stories resonate with different people, but overall, it’s an adult campaign.”
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The village of Catuera in Paraguay is literally built on a garbage dump that grows by more than 1,500 tons of solid waste each day. The people, including children, who live around this trash heap survive by sorting and recycling the garbage.
Several years ago, Favio Chavez, an ecological technician who worked at the landfill, befriended the poor scavenger families and became acutely aware that the children who worked on the trash pile yearned for something uplifting in their lives. He decided to share his love of playing music by teaching the children to play instruments. At first, Chavez used his own musical instruments to teach them, but so many children wanted to learn that he tried cobbling violins and cellos out of oil cans, jars, scrap wood, forks and other junk to give them something to play, After about four years of experimenting, Chavez and his team began discovering which materials created the best sound. The result is a youth orchestra, now 30 members strong, that produces the sweetest sounds from their recycled instruments. Recently their story has been turned into a documentary, directed by Graham Townsley. It’s an inspiration on many levels.
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