Idea Description

The year 2013 ended as the most violent year in the history of Puerto Rico, registering 1,136 murders at a rate of 30.5 murders per 100,000 inhabitants, the highest on the island since 1940. Despite any efforts the government had taken, Puerto Rico’s young adults were drawn to the violence and unfazed by authority.
The Puerto Rico government would have to try a more personal and relevant approach to get through to the youth they were losing. We suggested that if the voices of reason weren’t getting through, perhaps the voices of experience would. Our idea was one that had never been done before, anywhere: enable a real-time dialogue between convicted criminals and free citizens.

We created the first-ever Twitter-lead campaign as a crime deterrent: FOLLOW2UNFOLLOW.
We convinced the Puerto Rican authorities to give Internet access to three inmates so they could set up Twitter accounts and share how miserable prison really is with everyday people on the outside.

Awards

Cannes Lions International Festival of Creativity
PR Silver Lion
PR Bronze Lion
Promo Activation Bronze Lion
Media Bronze Lion
Cyber Shortlist

WARC / Gunn Report
Ranked 2nd best campaign among the 100 most creative campaigns in the world by the Gunn Report

Sol de Iberoamerica
Gold
Silver

El Ojo de Iberoamerica
Silver
Bronze

FIAP
Silver
Bronze

Festival of Media Global
Gold

Festival of Media Latam
Grand Prix
2 Golds

Cristal Awards
Grand Prix
2 Golds

Internationalist Awards of Innovation in Media Gold

Idea Description

With deals like “50 percent off” or “buy one get one free” it was clear that all shoppers wanted to know they were spending wisely and getting the most out of their purchases. However, many did not consider the value of their battery brand. A long-term pricing fight was not an option for Duracell; it would not differentiate the brand in the marketplace, and it would fail to create a lasting impression with consumers. While consumers felt instant gratification when spending less, we focused on increasing value rather than slightly lowering price. To ensure our message resonated with consumers, we thought about what type of product or activity they would want to increase by 20 percent. Our idea was to quantify how much consumers get when they are given a 20 percent increase of two of the most time-specific elements in entertainment—the TV schedule and the length of programming.

We persuaded TV networks to do something unheard of: extend the length of their most popular programs by exactly 20 percent. This execution would shake the foundation of how TV programming was scheduled and go beyond viewers’ expectations, thanks to Duracell’s mission to provide 20 percent greater value.
For example, as the credits rolled during the regular scheduled time of a popular talk show, the “Duracell gives you more” promo appeared and the talk show host returned to surprise viewers with 15 extra minutes of content from Duracell. The host would compare the benefits of Duracell’s 10-battery pack versus competing brands’ eight-pack. To leave a lasting impression, content that was supposed to be revealed the following episode was shown right then and there. This was the ultimate value proposition for consumers as they experienced the importance of 20 percent more from Duracell versus the regular performance from private labels.

Awards

Cannes Lions International Festival Of Creativity
Gold Media Lion

Festival Of Media LATAM
Gold

The Internationalist of Innovation of Media
Silver

Ojo De Iberoamérica
Shortlist

Idea Description

NEVER STOP RUNNING, NOT EVEN TO REFUEL
Powerade’s core brand message is “Never Stop Running” but sometimes the body falters when the mind wants to push on. People need to refuel, and Powerade Training Water helps do that. We needed to show them the advantages right when they would need it most…in the middle of a race, when fatigue kicks in.
We decided to amplify Powerade’s core brand message “Never Stop” by letting runners literally experience it with samples delivered into their hands. In the middle of a race. Without stopping with Drones.

Awards

IAB Conecta México
Bronze

Idea Description

A generation where images are more important than words.  They live their lives in a digital album. They take pictures of everything and share them on social networks. And food is one of the most instagrammed photos daily.   Basically they eat with their eyes.  

But, when they share a picture they want it to be the best. 

To take advantage of that, McDonald’s created STUDIO BOX.  A burger box that resemble a photographic studio to transform people photos from food pics to studio pics.  

To promote the experience we took over McDonald’s App and social media.

Awards

Festival Caribe
Shortlist

Idea Description

Jack in the Box fans have some pretty funny encounters with our brand, and they're not shy to post about it on the internet. In this animated social series, we brought to life real tweets from real people. 

Idea Description

Jack in the Box fans have some pretty funny encounters with our brand, and they're not shy to post about it on the internet. In this animated social series, we brought to life real tweets from real people. 

Idea Description

We created ‘Planeta de Ideas’ a 5 part TV series that showed sustainability projects and the impact they would have, 25 years into the future. The content for the show was born straight from Ciels environmental crowd-funding site, ‘Transformadora’. The site was a place for people to promote their sustainability projects.
With the Discovery Network, we showed through dramatization, the people behind each chosen project 25 years into the future.
Through social media, the series was made interactive as people commented on projects and voted on their favorites. It then inspired Mexico’s youth to begin new environmental projects.

Awards

Festival of Media LATAM
Silver

IAB México
Silver

Idea Description

CORRECTING ERROR 404
To get the attention of tweens on Fanta Play, when tweens visited their favourite sites, they were shocked with the label: ERROR 404 – Fun Not Found. This was originally inspired by the Error 404 server error.
When they arrived at their favourite site, it suddenly turned grey and content disappeared. The gray color matched content on Fanta Play where characters were turning gray because they had stopped playing.
As tweens attention suddenly focused on the screen, our Fanta characters appeared and gave our audience the message of ‘saving the source’ and to play more..

Awards

The Internationalist Awards of Innovation in Media
Bronze

IAB México
Bronze

Idea Description

Fact, Peruvians love soccer and The Copa América captured all conversations nationwide. During the tournament commercial saturation is overwhelming and it makes it almost impossible for a brand to capture the attention and generate interest. Old Spice´s challenge was to capture the attention. To do this we found a character that would help amplify the brand messaging and attributes in an organic and relevant way. The character had to bring together Soccer, Humor and generate a sense of pride for Peruvians.
To do this we used Luis Advincula, a Peruvian soccer national team player that participated in the tournament in a way no one expected. Through understanding the consumer better and the need to connect emotionally a parody of the famous Terry Crew Campaign was brought to life through our influencer in a fun and relevant way that caught everyone’s attention.

Since Old Spice is fast in blocking bad odor, we decided to use Peruvian Defense Luis Advincula for his well known attribute of blocking plays during the games. This particular characteristic was perfect to establish the connection between football and Old Spice with Peruvians.

Awards

Effie LATAM
Gold

Festival of Media LATAM
Gold

Festival of Media Global
Shortlist

Idea Description

We live in a world where we judge each other.  We see our differences instead of the things that unite us. Oreo want people to see the world through the eyes of a child by bringing Oreo fantasy world to Latin America in a real time promo to experience one of the most exciting cities in the world.

Awards

Diente Argentina
Bronze

Idea Description

People don’t believe on their own potential, creating limitations to achieve their goals. Samsung wanted to use the Olympics to inspire people and create brand awareness throughout the Olympics in a global level.

Through a live campaign we highlighted untold stories from athletes who have overcome their own personal hardships, inspiring anyone who has ever been told they couldn’t do something with the message of #DoWhatYouCant.

Live sessions with media channels allowed us to amplify our message so athletes could share original #DoWhatYouCan’t stories and taking advantage of the magical opportunity that the Olympic spirit embraced during the event.

Awards

M&M Global Awards
Best Sponsorship Activation

Idea Description

Consumers buy Milka for personal consumption and for sharing as a way to express tenderness. Milka had already leveraged the territory of customized tender on-pack messages. In Argentina, however, where market share erosion was a reality, with a competitive chocolate marketplace, Milka needed to bring their consumers a new way to continue bringing tender messages to others.

Awards

Mondelez Internal Awards
Best In-Class

Idea Description

For the last 15 years, Post’s Honey Bunches of Oats fluctuated between being number 1 and 3 in the US Hispanic cereal market. To stay on top, HBO knew it had to dig deep and find an innovative way to connect with the true spirit of Latinas and foment a place in their hearts.
We discovered that Latinas not only enjoy music for singing and dancing; they believe music has magical attributes of positive transformation. Most would also agree that waking up from a deep slumber to the tune of their favorite beat would SHAKE UP their morning routine.
But how could cereal help Latinas start each day with a SMILE?
Honey Bunches of Oats set out to connect with them through music and dance by transforming the Cereal box into a record label. As you pick up the box and shake it, the sounds take form of music, which inspired the creation a brand anthem.
In order to make this moment a hit with Latinas, Honey Bunches of Oats set out to discover the right musicians to bring this to life. Dominos Saints, an UNSIGNED duo, embodied the brand’s energy and spirit of positivity through their music. They inspired all Latina women to wake up, shake it and start each day with smile.

Awards

Latin Billboard Awards
Best Branded Entertainment Campaign

Idea Description

Copa America Centenario one of the most important football tournaments in the world. Latin America biggest brands sponsor the tournament, but one brand dominated the championship game with only one tweet and the help of mother nature.

Results

Homecenter social media campaign captured the attention of the whole country.

• 4,000 retweets

• 9,000 likes

• 7.2% interaction rate  - 380% + vs. benchmark 1.5%

• Sales increased 11.8% in comparison to previous year

Idea Description

Colombia is faced with increasingly sedentary lifestyles. Coca Cola wanted to demonstrate that physical activity can occur anywhere and increased activity leads to happiness. Coca Cola movement machines were installed at public transportation stations, rewarding commuters with free rides. In taxis Coca Cola pedals attached taxi meters offered passengers the chance to save on fares by pedaling. We created video content for Facebook and Youtube, backed up by user generated content.

Results

Movement stations engaged 18,300 people, delivering more than 10,000 public transport tickets. Digitally we reach 28% on YouTube in three days. 288,448 were redirected to the video.

Idea Description

DESAFÍO HALLS, Where every breath counts. Welcome to one of the most demanding and exciting tests of survival, endurance and ingenuity.

Inspired by the distinctive extreme genres of Discovery Channel, adventure lovers will compete to overcome the difficulties of nature; sometimes, their own limits and in others, the danger in the face of the unexpected.

An excellent physical condition does not guarantee victory. The difference between life and death ... between winning or desisting conjugates in addition: spirit of adventure, physical and mental resistance, a positive attitude and ability to work as a team.

Results

The results were breath taking!

• Campaign generated +187MM impressions, 33% above goal.

• +4,000 APP downloads.

• +20MM users engaged with content online.

• 86% of viewers showed high intention for purchase.