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 is built on a simple belief: Never Stop. But every runner knows the truth—the mind keeps going long after the body begins to fade.

That moment—mid-race, mid-stride, mid-struggle—is where performance is decided.
And where refueling matters most.

So instead of telling runners to never stop, we made it possible.

Introducing Powerade Training Water—delivered in motion.

Right in the middle of the race, when fatigue hit its peak,
drones appeared overhead—placing hydration directly into runners’ hands.

No slowing down. No breaking rhythm. No stopping.

Just fuel, delivered at the exact moment it was needed most. Because “Never Stop” isn’t just a message—it’s an experience. And for the first time, runners didn’t have to choose between pushing forward and powering up.

Awards

IAB Conecta México
Bronze

Idea Description

A generation that communicates in images, not words. They curate their lives like a living gallery—scrollable, shareable, and always on display. Every moment is documented. Every detail is framed.

And nothing is captured more than food.

Because today, they don’t just eat with their mouths—they eat with their eyes first.

But in a world where every post competes for attention, “good” isn’t enough. Every image has to be perfect. Worth sharing. Worth stopping for. So, McDonald's turned every meal into a moment worth capturing.

Introducing STUDIO BOX— a burger box reimagined as a miniature photo studio. Engineered with built-in lighting and composition cues, it transforms everyday food shots into scroll-stopping studio photography.

From fast food… to photo shoot.

To amplify the experience, we transformed the McDonald's App and social channels into creative platforms—inviting a generation of creators to turn their meals into content, and their content into culture.

Awards

Festival Caribe
Shortlist

Idea Description

Jack in the Box fans are a fearless bunch. They don’t just enjoy the food—they share the laughs, the surprises, the moments that only happen when you’re at Jack’s. And they don’t hold back.

We took that honesty—and turned it into animation.

Introducing a social series where real tweets from real fans became real stories. Every quirky comment, every hilarious observation, every unexpected moment was brought to life—literally—on screen.

The result? A series as bold, unpredictable, and funny as the people who love the brand.

Because at Jack in the Box, the fans aren’t just part of the conversation…they are the story.

Idea Description

Jack in the Box fans are a fearless bunch. They don’t just enjoy the food—they share the laughs, the surprises, the moments that only happen when you’re at Jack’s. And they don’t hold back.

We took that honesty—and turned it into animation.

Introducing a social series where real tweets from real fans became real stories. Every quirky comment, every hilarious observation, every unexpected moment was brought to life—literally—on screen.

The result? A series as bold, unpredictable, and funny as the people who love the brand.

Because at Jack in the Box, the fans aren’t just part of the conversation…they are the story.

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: FUN NOT FOUND
In a world where tweens are constantly online, attention isn’t earned—it’s interrupted.

So Fanta didn’t wait to be discovered. We disrupted the experience they valued most.

Inspired by the universal language of the internet—the 404 error—
we turned a familiar frustration into an unexpected moment of play.

When tweens visited their favorite sites, everything suddenly broke. Screens turned grey. Content disappeared.

ERROR 404: Fun Not Found. But this wasn’t a glitch. It was a message.

The same grey world mirrored what was happening inside Fanta Play—where characters were losing their color because they had stopped playing. At the exact moment attention peaked, our characters came to life—breaking through the screen to deliver a simple call to action: Save the source. Play more. What started as an interruption became an invitation.

By hijacking a universal digital behavior, we didn’t just capture attention—We turned a moment of frustration into a reason to play.

Awards

The Internationalist Awards of Innovation in Media
Bronze

IAB México
Bronze

Idea Description

In Peru, football isn’t just a sport—it’s a national language.
And during Copa América, it becomes the only conversation that matters.

But with every brand fighting for attention, the tournament turns into a wall of noise—where visibility is easy, but relevance is almost impossible.

That was the challenge for Old Spice: not just to show up—but to break through.

So instead of interrupting the conversation, we became part of it.

We found the perfect voice in Luis Advíncula—a national hero known not just for his speed, but for his ability to stop anything in its tracks.

Because Old Spice doesn’t just fight odor—it blocks it.

And who better to bring that idea to life than Peru’s ultimate defender?

We reimagined the iconic Terry Crews Old Spice universe through a distinctly Peruvian lens—turning Advíncula into the unexpected protagonist of a high-energy parody that fused football, humor, and national pride.

The result was more than a campaign.It was a cultural moment.

By tapping into a shared passion and translating a global brand platform into a local truth, we didn’t just capture attention—we earned it.

Awards

Effie LATAM
Gold

Festival of Media LATAM
Gold

Festival of Media Global
Shortlist

Idea Description

We live in a world quick to label. Quick to divide. Focused on what makes us different—rather than what brings us together.

Oreo believed the answer was simple: see the world the way a child does. A world where differences don’t separate us—they spark imagination.

So we brought the Oreo fantasy world into the real one.

Transforming one of the most vibrant cities in Latin America into a living, breathing playground—where streets became stages,
moments became magic, and reality felt a little more like imagination.

All in real time. All designed to be experienced, shared, and felt together.

Because when you see the world through a child’s eyes,
you don’t just notice differences—You discover the joy in them.

Awards

Diente Argentina
Bronze

Idea Description

People are often told what they can’t do. And over time, they start to believe it. Limits aren’t imposed—they’re learned.

During the Olympic Games, the world witnesses the impossible become real. Not just in medals—but in the stories behind them.

That’s where Samsung chose to show up. Not to sponsor the moment—but to redefine it.

Through a live, global campaign, we uncovered the untold stories of athletes who defied expectations—those who were doubted, dismissed, and underestimated…yet refused to listen.

Stories that turned “you can’t” into “watch me.”

Amplified in real time through live media sessions, athletes became storytellers—sharing raw, personal journeys that resonated far beyond the field of play.

Under one unifying message—#DoWhatYouCant—we transformed the Olympic spotlight into a platform for belief.

Because the true power of the Games isn’t just what athletes achieve—it’s what they make the world believe is possible.

Awards

M&M Global Awards
Best Sponsorship Activation

Idea Description

Milka has always been more than chocolate. It’s a gesture. A language. A way to express tenderness without saying a word.

People don’t just buy Milka to enjoy it—they buy it to share it.
To connect. To say something that matters.

For years, the brand owned this space through personalized, tender messages on pack—turning every bar into a small, meaningful exchange.

But in Argentina, the landscape had changed. A crowded, highly competitive chocolate category began to erode market share,
and what once felt distinctive risked becoming expected.

Milka didn’t need to say more—it needed to say it differently.

So we reimagined how tenderness could be shared.
Moving beyond the pack, beyond the shelf, and into new, unexpected moments of connection.

Because when a brand is built on emotion, staying relevant isn’t about repeating the message—It’s about finding new ways to make people feel it.

Awards

Mondelez Internal Awards
Best In-Class

Idea Description

For 15 years, Post’s Honey Bunches of Oats has danced between #1 and #3 in the US Hispanic cereal market. To stay on top, we had to go beyond taste—we had to connect with the heart of Latina culture.

We discovered something powerful: Latinas don’t just listen to music—they live it. They believe in its magic, its ability to transform the ordinary into the extraordinary. And there’s no better time to harness that magic than morning, when the day is waiting to be shaken awake.

So we asked: how can cereal do more than feed the body—
how can it feed the spirit?

The answer: turn the cereal box into a record label.
Shake the box, and the crunch becomes rhythm, the rhythm becomes music, the music becomes a movement.

To make it truly sing, we partnered with Dominos Saints—a rising duo whose energy, positivity, and beat embodied the brand’s spirit.

Together, we created a brand anthem, a playful, joyous soundtrack to start every day right. Latinas were invited to wake up, shake it, and start their morning with a smile—literally and figuratively.

Honey Bunches of Oats didn’t just become part of breakfast.
It became part of the rhythm of life. A spark of joy. A daily beat.
A way to make mornings magical.

Awards

Latin Billboard Awards
Best Branded Entertainment Campaign

Idea Description

Copa América Centenario—one of the most important stages in world football.

A moment where the biggest brands in Latin America invest millions to be seen, to be heard, to matter. But when every brand shows up, attention becomes the hardest trophy to win.

In the middle of that noise, one brand did the opposite.
It didn’t shout louder—it listened better.

And when an unexpected moment unfolded, with the help of nature itself, it reacted instantly.

One perfectly timed tweet. No media buy. No production. Just cultural awareness at the speed of the game.

In a stadium full of sponsors, one voice broke through—Proving that in the right moment, creativity doesn’t need scale to dominate.

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

In Colombia, movement was disappearing. Daily routines had become increasingly sedentary—and with it, a little bit of joy.

Coca-Cola saw an opportunity not just to speak about happines—but to put it in motion. Because happiness isn’t something you watch. It’s something you do.

So we turned everyday transit into an active experience.

At public transportation stations, we installed Coca-Cola Movement Machines—inviting commuters to move their bodies in exchange for free rides.

In taxis, we reimagined the meter itself—adding pedals that allowed passengers to power their journey, literally turning effort into savings.

Movement became currency. And every step, every pedal, brought a smile closer.

We amplified the experience through social—creating dynamic content for Facebook and YouTube, and turning participants into storytellers through user-generated content.

Because when you make movement rewarding, you don’t just change behavior—You spark happiness, one ride at a time.

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.

Inspired by the raw intensity of Discovery Channel, we created more than a challenge—we created a test of survival.

A place where adventure seekers don’t just compete against nature, but against themselves. Because out here, strength alone isn’t enough.

The terrain is unpredictable. The conditions unforgiving. And the real enemy… is the moment you think you can’t go any further.

Each challenge pushes participants to the edge—forcing them to navigate the unexpected, adapt under pressure, and make decisions where every second matters.

Because the line between winning and giving up isn’t measured in muscle—It’s defined by resilience. By mindset. By the courage to keep going when everything tells you to stop.

DESAFÍO HALLS transforms breath into tension, and tension into triumph—Proving that survival isn’t just about staying alive…It’s about refusing to quit.

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.