Mexico – Campaigns of the World

The Theraflu Tracker by GSK – The best way to avoid the flu is by predicting it

YWwV268TPqrxQUV5 — Wed, 23 Mar 2022 05:13:46 +0000

GSK created Theraflu Tracker, the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

Challenge
GSK’s products and solutions help people across Mexico fight the cold and flu season. But the most complex issue is being able to predict the right time to communicate with customers, highlight the problems, and mitigate the risks associated with the spread of the disease. This silent, invisible condition can slow down the economy and put lives at risk.

Inspiration
Cold and flu season has become a significant public health problem in Mexico. In 2018 alone, more than 23.8 million acute respiratory infections and 500 deaths were due to influenza.

Given that artificial intelligence and predictive data modelling has enabled business and industries all over the world to accurately predict future states and influence positive behavioural change in real-time, could the creative application of data inspire the most impactful use of messaging as a solution to ultimately save lives?

Idea
GSK created Theraflu Tracker, the most accurate predictive model to calculate the risk of flu anywhere in Mexico.

Leveraging eight years of infection data from the National Institute of Epidemiology, they layered in weather data from more than 80 cities, considering over 50 variables such as temperature, weather, humidity, etc. and analysing word trends in Google searches geolocating social media activity related to flu symptoms. This enabled us to accurately and efficiently deploy GSK’s Theraflu product messaging and customer experiences across Mexico precisely the right moment ahead of the approaching disease.

Credits
Brand:GSK
Product: Flu-Tracker
Campaign: Theraflu Tracker
Agency: Wunderman Thompson

Tags: Innovation, Pharmaceutical, Data, Creative Commerce, Technology, Location, Mobile, Wunderman, Wunderman Thompson, Mexico, Latina, GSK, Experience, Award-Winning, Theraflu, flu tracker, Health

Marie Stopes International: Not Today, the campaign breaks the silence on a topic that no one talks about

YWwV268TPqrxQUV5 — Fri, 28 May 2021 15:11:15 +0000

Abortion in Mexico is a serious problem, a taboo that affects thousands of women that although it is legalized, many women fear and make it clandestine. That’s why Foundation Marie Stopes International decided to give a message on Mother’s Day, and they did an emotional film ‘Not Today’ that tells a story that, at the same time, is a tribute to all the women who are mothers and women who fight every day to decide when to be. The story talks about the memories, experiences, dreams and goals that will make the young woman make a choice.

The campaign by Marie Stopes International breaks the silence on a topic that no one talks about, but that needs to be talked about by all.

Credits
Country: México
Campaign: Hoy No | Not Today
Agency: Archer Troy
Creative VP: Mike Arciniega
Creative General Director: Abraham Quintana Garay / Carlos Fernández Oxté
Art Director: José Hernández
Copywriter Director: Mike Arciniega
Account Director: Mariana Torrijos
Production: Central Films
Director: Rodrigo García
Cinematographer: Jordi Planell

FilminLatino Presents Live Cinema In Lockdown

YWwV268TPqrxQUV5 — Fri, 28 May 2021 05:08:28 +0000

Live Cinema in Lockdown by FilminLatino, the first-ever made live film exhibited on Instagram. An idea developed for the Mexican Film Academy that innovated watching cinema amid an industry halted by the pandemic.

COVID-19 forces many industries to go into a pause and others to come to a complete stop. The movie industry came to a complete halt. Government institutions stopped issuing filming permits. The movie sets had technical and capacity limitations. The entire chain collapsed: Without open theatres, premieres, editions, actors, writers and screenwriters were paralyzed.

As a response to this unprecedented situation, in conjunction with the Mexican Institute of Cinematography, “Encierro, cine en vivo” was created, movies that were confinement forces by the current pandemic, they live physically and mentally locked up, and they must come out of the heads of the characters they live in; problems that to be released have to be counted. And filmed.

Five characters. Five monologues. Five stories. Five emotions. Five problems that concern us all must be released to turn them into emotions, in freedom.

Credits
Country: México
Client: FilminLatino
Campaign: Encierro Live Cinema
Agency: Archer Troy
Creative VP: Mike Arciniega
Creative General Director: Abraham Quintana Garay / Carlos Fernández Oxté
Production: Humano
Production: Gloria Estrada / Osmani / Mike Arciniega
Executive Producer: Liliana Moreno / Jorge Michel Grau / Mónica Lozano / Enrique Pérez / Daniela Lojero / Paulina Herrera / Carlos Fernández Oxté / Abraham Quintana / Osiel Díaz / Bruno Oliver
Director: Osmani / Luciano Ciccarello / Mario Camhi / Roger / Alex de la Mora
Photographer: Sebastián Martínez
Music: Mickey Cosio / Guddini Cortina

Voces de la Ausencia: Missing Voices

YWwV268TPqrxQUV5 — Fri, 19 Feb 2021 05:35:38 +0000

Nine women are killed every day in México, and they didn’t want us to talk about it anymore, so Voces de la Ausencia decided to sing it loudly through Missing Voices campaign. Because every day their National Anthem plays at midnight, so, they replaced it with one sung by nine relatives of victims of femicide in which, every 10 seconds, a voice disappeared.

This new version was played on the journalist Frida Guerrera’s social accounts, also at digital portals, radio, and TV stations showing us what does the absence of 9 women a day in Mexico sounds like.

Credits
Brand: Voces de la Ausencia
Campaign: Missing Voices
Agency: Archer Troy México
VP Creative: Miguel Arciniega, Abraham Quintana
General Creative Director: Carlos Oxté
Creative Direction: Pedro Molina | Alejandro Junco
Art Direction & digital Retouching: Roberto Guzmán I Karla Rodríguez
Copywriter: Giovana Franchini
Producer: Emanuel García I Martín Hernández
Production House: La Tuna
Director: José Miguel Ramírez Coika
PR: Vanessa Cueto
Photography: Adriana Farias.

Nike #GirlsDontDrop, a membership program that rewards girls when they help other girls to play sports

YWwV268TPqrxQUV5 — Tue, 22 Sep 2020 11:01:49 +0000

63% of schoolgirls in the U.K. drop out of sports when their friend does. Because of a lack of motivation, transportation, support. Nike #GirlsDontDrop is a membership program that rewards girls when they help other girls to play sports by carpooling together, playing sports together, & more.

Credits
Advertising School: Miami Ad School, Mexico City, Mexico City, Mexico
Art Director: Hanna Choi
Copywriter: Riya Dosani

This campaign is about:
Digital film, Mexico, Sports, Nike, Miami Ad School, Nike #GirlsDontDrop

Spotify: Feel the Street

YWwV268TPqrxQUV5 — Wed, 17 Jun 2020 07:40:34 +0000

Spotify Feel the Street
New York is home to some of the best street musicians in the world. But sometimes the hectic rhythm of the daily hustle doesn’t allow everyone to stop and appreciate the artists and talent among them. We join Spotify to present a collection of melodies, voices, and rhythms of all those street artists, which will be gathered on the platform so that everyone can listen to them as well as the possibility of sharing them and helping to make known to future artists.

Credits
Campaign: Spotify Feel the Street
Advertised brand: Spotify
School: Miami Ad School, Mexico City, Mexico
Art Director: Catarina Barcala
Art Director: Danton del Águila

Tags:
Digital Campaign, Music, Awareness Campaign

Conapred: Every Step Matters

YWwV268TPqrxQUV5 — Tue, 16 Jun 2020 05:06:26 +0000

In Mexico 2.3 million people work as housekeepers. Housekeepers, often derogatorily referred to as “chachas,” don’t have the same labour rights as the rest of Mexicans. We joined Conapred to present a luxury shoe brand that would make people conscientious of how the rights of the domestic workers are stepped on daily.

Credits
Advertised brand: Conapred
School: Miami Ad School, Mexico City, Mexico
Art Director: Catarina Barcala Art Director: Xavi Ocaña
Art Director: Hanna Choi
Art Director: Gabriel Salazar

Tags:
Conapred, Every Step Matters, Mexico, Public Interest, NGO, Miami Ad School

BBVA Bancomer: League of Fanatics

YWwV268TPqrxQUV5 — Sat, 06 Jun 2020 14:21:00 +0000

Violence in Mexican soccer has become an enormous social problem. BBVA Bancomer is launching League of Fanatics. We will unite with Twitter to measure the mood of users during each game to show all the eagerness for football into support for his or her team rather than hate against their opponents.

Awards Won:
– Gold winner in AMAPRO 2018
– Shortlist in mobile CÍRCULO CREATIVO 2019
– Shortlist in digital, social and technological CÍRCULO CREATIVO 2019

Credits
Brand: BBVA Bancomer
School: Miami Ad School, Mexico City, Mexico
Campaign: League of Fanatics
Art Director: Catarina Barcala Art Director: Xavi Ocaña
Art Director: Hanna Choi

Tags:
Soccer Ads, Digital Campaign, Social Media Campaign, Digital, Finance

Huawei Nova presents the first 8 Second Film Festival

YWwV268TPqrxQUV5 — Thu, 04 Jun 2020 09:51:13 +0000

Young people are the best content creators, but they also have an 8-second attention span. To connect Huawei Nova with Generation Z, Huawei Nova presents the first 8 Second Film Festival.

Credits
Advertised brand: Huawei Nova
School: Miami Ad School, Mexico City, Mexico
Art Director: Alfredo Ardanza, Hanna Choi, Xavi Ocaña
Copywriter: Xavi Ocaña

Tags:
El Sol 2019, Mexico, Huawei, Miami Ad School, Huawei Nova, Digital Campaign, Film Festival, Mobile, Smartphone, Technology, Creativity, Student Work, Huawei Smartphone

Timber & Coca-Cola Embrace The Future Of Advertising With Augmented Reality

YWwV268TPqrxQUV5 — Thu, 12 Sep 2019 16:07:13 +0000

With the new wave of Augmented Reality transforming industries in recent years, Coca-Cola invites viewers to take an immersive AR plunge through their app in collaboration with VFX powerhouse Timber. With months of meticulous development, Timber worked with the agency to create 3D elements needed for the interactive AR experience where users are able to point their phone’s camera at a can of Coke and witness one of 12 delightful stories come to life. The stories each revolve around a minor conflict, where animated characters engage in a light-hearted exchange leading to an outcome that was more favorable by sharing a Coke. From the environments to the characters and overall animation, Timber took the lead in creating a captivating world that elevated the consumer experience, with opportunities to interact with products while entertaining users young and old.

About Timber:
Timber was founded for the sole purpose of creating compelling content for clients. We put design first and strive to look at each project as a unique opportunity to make something memorable. From design and illustration to visual effects and finishing, our collective experience draws from a wide range of disciplines. Timber’s talented team honed their skills at some of the most respected design and post production companies in the industry, including Superfad, Digital Domain and Mirada. Our goal is to help our clients fully realize all their creative endeavors.

Credits
Agency: Ogilvy Mexico
Music/Sound Design Company: MassiveMusic

Production Company: The Lift
Founder & MD: Avelino Rodriguez
Bidder: Marianela Chavez
Executive Producer: María José De Diego with Imaginarias

Production/VFX/Postproduction Company: Timber
Creative Directors/Partners: Jonah Hall & Kevin Lau
Executive Producer: Sabrina Elizondo
Head of Production: Melody Alexander
Sr. Producer: Emily Avoujageli
Creative Director: Jon Lorenz
Flame Assistants: Brack Hightchew, Alice Cen & Sarah Vigil-Bass
Animators: Izzy Holder & Anthea Kerou
Rigger: Kiel Figgins
CG: Brandon Lester
Character Design: Ashley Becerra

Tags:
Technology, Innovation, AR, Digital, Latest Technology

Budweiser Slowall, a campaign to make workers lose focus and slow down the wall construction between US & Mexico

YWwV268TPqrxQUV5 — Tue, 27 Aug 2019 16:50:37 +0000

Many people think of a foreigner as a threat, someone to fear. The President of the United States, Donald Trump, wants them out of his country – and he’s building a huge wall along its border with Mexico, so they won’t have an easy time walking in. Budweiser is a brand that values tolerance and friendship, that’s why we thought it could help us saying that raising walls is not the solution. Budweiser Slowall

So this is the idea: two Budweiser trucks will be sent full of beers for the workers, one along each side of the wall. When you buy a Budweiser, they’ll be given one for free – because sharing is caring! We want to make them lose focus and slow down the construction. Using the hashtag #SloWall on social media, we could show people’s posts on trucks-mega-screens and remind them that America’s diversity is what made it great.

Credits
Brand: Budweiser
Campaign: Slowall
Advertising School: NABA Nuova Accademia di Belle Arti, Milan, Italy
Graphic Designer: Giulia Abati
Writer: Viola Buccheri
Art Director: Bianca Frascaroli
Art Director: Daniel Riformatto Cazzamatta

Tags:
Experiential, Italy, Alcoholic Drinks, Budweiser, NABA, Nuova Accademia di Belle Arti, Young Ones Student Awards, Best Use of Social Media, Budweiser Slowall

Therapy Book, a social experiment that solved the communication problem between parents and their children

YWwV268TPqrxQUV5 — Sat, 25 May 2019 08:16:31 +0000

Therapy Book – A social experiment
To commemorate Teacher’s Day in Mexico, Scribe and Archer Troy developed Therapy Book a social experiment that solved the communication problem between parents and their children, in which a Scribe notebook was the bridge to complete the task of answering the questions that children never did.

Credits
Country: México
Client: Scribe
Agency: Archer Troy
Creative VP: Mike Arciniega
General Creative Director: Abraham Quintana Garay / Carlos Fernández Oxté
Creative Director: Esli Martínez
Copywriter: María José Gutiérrez
Art Director: Karla Rodríguez
Account Director: Guillermo Guzmán
Production: Javier Velázquez / Regina Rueda / Haim Torres
Director: René de la Rosa

Tags:
Teacher’s Day, Mexico, Scribe, Archer Troy, Social Experiment, Best Digital Campaigns, Digital Marketing Trends, Best online marketing strategies, Social media campaigns, Scribe Notebook

Delicious for PETA – sexual benefits of being vegan

YWwV268TPqrxQUV5 — Sat, 25 May 2019 06:52:47 +0000

Delicious for PETA: Most people don’t know some of the consequences of eating meat. So, we decided to explore the sexual benefits of being vegan.

Credits
Country: Mexico
Client: PETA
Idea: Delicious
Agency: Archer Troy
Creative VP: Mike Arciniega
General Creative Director: Abraham Quintana Garay / Carlos Fernández Oxté
Creative Director: Germán González
Copywriter: Carlos Fernández Oxté
Art Director: Germán González / Pedro Molina / Karla Rodríguez / Daniela Mejía

Tags:
Delicious for PETA, Mexico, Archer Troy, Vegan, Sexual Benefits, Print advertising, Creative Print Ads, Print campaign, Creative Advert

Everything starts in a Moleskine

YWwV268TPqrxQUV5 — Fri, 24 May 2019 05:30:42 +0000

Moleskine mission is to connect to a younger generation of graphic artists. To achieve these goals they created Outdoor campaign #EveryThingStartsInAMoleskine. 13 Mexican and international artists, many of them who were in Mexico for the Alliance Graphique Internationale (AGI) Open Mx participated in the campaign by creating street art in some of the most trendy neighbourhoods in Mexico City.

They share their creative process in their social media accounts and the exact location of their pieces so their followers could enjoy them. A couple of weeks later a stencil with the outline of a Moleskine notebook and the hashtag #EveryThingStartsInAMoleskine was added to the piece.

In our social profiles, we invite other artists to upload sketches in their Moleskine so one of our artists selected one for Moleskine products and a wall in the neighborhood so they can paint a street art for the campaign.

About Moleskine:
The brand was created in 1997, bringing back to life the legendary notebook used by artists and thinkers over the past two centuries, such as Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin.

Today, Moleskine identifies a vast family of paper objects, smart notebooks and apps, bags, books, travel and digital device accessories and writing tools. Moleskine objects, both analog and digital, connect the owner to a heritage in art, literature and cultural and geographical exploration. They form an ecosystem of tools and services that provide for and connect the visionaries of the past with the makers of the future.

Credits
Campaign: #everythingstartsinamoleskine
Brand: Moleskine
Agency: Montalvo
Country: Mexico
General Director and Copywriter: Pepe Montalvo
Creative VP and Copywriter: Agustin Velez
GCD, Copywriter and Art Direction: Sergio Infante
Accounts VP: Romina Levi
Account Supervisor: Iván Rubira
Brand Manager: Montserrat Lozano
Brand Director: Gerardo Guerrero

Tags:
Cannes Lions International Creativity Festival, Montalvo, #everythingstartsinamoleskine, Everything starts in a Moleskine, Street Art, Mexico, Smart Notebooks, Artists, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, Alliance Graphique Internationale, Outdoor campaign

Losing Blue by Corona, the cans that showed just how polluted Mexico’s beaches are

YWwV268TPqrxQUV5 — Wed, 22 May 2019 09:09:41 +0000

Corona has a huge affinity with Mexican beaches, so much so that the design of its packaging is inspired by a beach sunset. The blue represents the ocean, yellow the sun, and white the sky. Today, pollution has caused to have less sea to enjoy. And if the ocean is no longer the same, our packaging shouldn’t be either. In collaboration, the Australian and Mexican offices of Leo Burnett, the agency created Losing Blue. The Corona Cans that changed its design for the first time in 100 years to show how polluted Mexican beaches are.

The agency collected data about pollution from each beach in Mexico and made it visible in our packaging. Each can come with a specific beach name and its level of contamination.

The more contaminated water on each of the beaches, the less blue in the cans. Our call to action was simple, we must recover the blue of the seas using less plastic.

That’s way, when people took our beer they also took away conscience about the situation happening in our beaches.

Credits
Brand: Corona
Campaign: Losing Blue
Agency: Leo Burnett Mexico
Leo Burnett Worldwide Chief Creative Officer: Mark Tutssel
Leo Burnett Mexico Chief Executive Officer: Horacio Navarro
Leo Burnett Mexico Chief Creative Officer: Federico Russi
Leo Burnett México General Creative Director: Diego Ortiz
Leo Burnett Australia Creative Director: Jim Walsh
Leo Burnett Australia Creative Director: Blair Kimber
Leo Burnett Australia Copywriter: Ellie Dunn
Leo Burnett Australia Art Director: Stacy Karayannis
Leo Burnett Mexico Art Director: Raquel Jauregui
Leo Burnett Mexico Art Director: Alejandro Castro
Leo Burnett Australia Planner: Andrea Nelson
Leo Burnett Mexico Producer Director: Roberto Collazo
Leo Burnett Mexico Producer: Liliana Valdespino
Leo Burnett Mexico – Account Director: Hugo Rivapalacio
Production House: Bionica TV

Tags:
Cannes Lions International Festival of Creativity, Leo Burnett Mexico, Losing Blue, Corona, Beer, Leo Burnett Worldwide, Mexican beaches, Integrated Campaign, Mexico, Alcoholic Drinks, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads