Campaign details

Brand: AMIA



The video "Memoria AMIA" is an artistic and collective initiative that has involved 100 musicians from Argentina representing different generations and music styles. This video was promoted in 2016 by the Asociación Mutual Israelita Argentina (AMIA, Spanish acronym; in English, the Argentine Jewish Mutual Aid Association) for the 22nd anniversary of the terrorist attack to its building on July 18th, 1994. That day, the brutal bombing claimed the lives of 85 persons and left more than 300 injured. The attack became an open wound for the entire society, who demands justice for a crime that remains unpunished.

In the moving seven-minute video clip, the biggest names in Argentine popular music get together to perform the song "La Memoria," authored by the well-known musician León Gieco. It is a true anthem that expresses the causes that are still awaiting for justice in Argentina and Latin America, that sends a message of unity within diversity and that expresses the shared need for memory and justice.