2024 / Cannes Lions / Grand Prix / Design
2024 / Cannes Lions / Gold / Brand Experience & Activation
2024 / Cannes Lions / Gold / Media
2024 / Cannes Lions / Gold / Outdoor
2024 / Cannes Lions / Gold / Sustainable Development Goals
2024 / Cannes Lions / Silver / Direct
2024 / Cannes Lions / Silver / Outdoor
2024 / Cannes Lions / Bronze / Design
2024 / Cannes Lions / Shortlist / Outdoor x2
2024 / Cannes Lions / Shortlist / Direct x2
2024 / Cannes Lions / Shortlist / Design
2024 / Cannes Lions / Shortlist / Brand Experience & Activation x3
2024 / Cannes Lions / Shortlist / Media x3
2024 / Cannes Lions / Shortlist / SDGs x2
2024 / London International Awards / Grand Prix / Design
2024 / El Ojo de Iberoamérica / Grand Prix / Design
2024 / Effie Awards Perú / Gold
2024 / Effie Awards LATAM / Silver
In Lima, as in the most important cities in the world, there are podotactile tiles that help people with visual disabilities to move around the city. In this system the lines mean "go" and the points "stop." This system helps them, but it is not enough because they still need help from other people to get to the places they want to go.
For this reason, Cemento Sol, the leading cement brand in Peru, decided to do something to make the city much more inclusive for people with disabilities.
In this way, together with the city of Miraflores, we created a new system of visual tiles on the sidewalks of the busiest district of the capital.
This is a system that was born from the old system but enhances it, allowing people to reach the places they want to reach by themselves just by touching the sidewalks with their cane.
This system gives them complete navigation independence in the city. A horizontal bar on the tile indicates that you must count the vertical lines to decode the specific venues.
In this way, people with visual disabilities will know exactly which establishment they are in front of just by counting the lines with their cane. In this way, a new visual vocabulary was developed from the design.
This is an open-source project that will benefit more than 500,000 people and can be replicated in any city in the world.
2022 / Cannes Lions / Gold / Brand Experience & Activation
2022 / Cannes Lions / Silver / Sustainable Development Goals
2022 / Cannes Lions / Bronze / Creative Business Transformation
2022 / Cannes Lions / Shortlist / Glass
2022 / Cannes Lions / Shortlist / Brand Experience & Activation x2
2022 / Cannes Lions / Shortlist / Sustainable Development Goals x2
2022 / Cannes Lions / Shortlist / Creative Business Transformation x2
2023 / Cannes Lions / Shortlist / Creative Effectiveness
2023 / Cannes Lions / Shortlist / Creative Commerce x2
Peru is one of the most macho mentally driven countries in the world.
Here, the lack of social development and education causes that most women don't have the same opportunities as men to succeed economically in life.
The result is that millions of Peruvian women are financially dependent on men.
In the Peruvian financial system, banks have as a risk policy that for married woman to access a loan, she needs their husband signature as a mandatory.
But if the husband doesn't want her to have economic independence, he simply refuses to sign, leaving the woman without any opportunity.
In a country with the highest numbers of violence against women, this situation, in many cases, causes that thousands of women are obligated to live totally controlled by men, in their own houses.
How could we give Peruvian women real economic independence?
That’s why Mibanco changed its risk policies to consider all married women in the country as single, eliminating the husband's signature from the mandatory requirements to access a loan.
We literally transformed the physical contract, deleting the space where the husband signature was.
So that when a woman receives it, she will know that she doesn't depend on anyone to access to her financial independence. She now only depends on herself.
With this brave move, Mibanco challenged the Peruvian banking system prioritizing the empowerment of women and their financial and social independence.
The Emancipation Loan was designed to be accessible to all women in the country, eliminating the signature of the husband from the mandatory requirements.
In this way, we physically erased the space for the husband's signature, from all the contracts.
Once the product was designed, the scale of this action was nationwide and the credit became a real accessible solution for any woman who requires it, anywhere in the country, in our more than 300 branches.
Each woman received personalized advice to ask for the credit, as well as training to be able to start a business and all the necessary support they needed.
Because in addition to the user experience, we believed that it must be sustainable for every woman, so that they can grow a business, earn their own money, fulfill their dreams and finally being financially independent.
2019 / Cannes Lions / Silver / Health & Wellness
2019 / Cannes Lions / Silver / Entertainment
2019 / Cannes Lions / Bronze / Media
2019 / Cannes Lions / Shortlist / PR
2019 / Cannes Lions / Shortlist / Social & Influencer
2019 / Cannes Lions / Shortlist / Sustainable Development Goals
2019 / El Ojo de Iberoamérica / GP / PR
2019 / El Ojo de Iberoamérica / Gold / PR
2019 / El Ojo de Iberoamérica / Gold / Content
2019 / El Ojo de Iberoamérica / Gold / Media
Peru has the lowest number of organ donors in Latin America.
How do we show people the importance of organ donation and how it works?
A difficult task in a country with many sick people waiting for a donation that never comes.
The goal was simple, increase the number of donors in the country.
As well as the numbers are very low in the donation of organs.
The Peruvian TV Soap Operas have the highest audience levels in the region.
So we decided to take advantage of this context to show people about the importance of being a donor with an action never before done.
The idea was simple.
An organ donation between the characters from two totally different series.
The two series with the largest audiences in the country.
Yair, one of the leading characters of the series "Ojitos Hechiceros 2" died and donated his kidney to Lorenzo, the main character of "Señores Papis" saving his life.
A Pop Culture Crossover that starts in fiction to save the lives of thousands of people in reality.
Approximately 8.5 million women were reached by this action.
The campaign get more than 5 millions in free media.
In just a week, the numbers of organ donors in the country increased in 200%
The conversation became one of the main topics in the country.
And in just few days, the campaign managed to save the lives of eleven patients.
2024 / Cannes Lions / Shortlist / Titanium
Breast cancer, if discovered in time, has a survival rate of 93%.
But in Peru, it continues to be the second most common cause of death among women.
This is because the public health system is very precarious and collapsed. Giving women appointments for mammograms with waiting periods of approximately a year and a half on average.
This makes it almost impossible to discover the disease in time.
This is aggravated because the private insurance system is excessively expensive and for most people it´s impossible to pay. Making private clinics inaccessible for most Peruvian women.
Tottus, one of the leading low-cost supermarket chains in the country, decided to do something to protect its main customers: Peruvian women.
That´s why we created “The Gift Card of Life”, the first mammogram shaped in the form of a gift card that you can buy in a supermarket just as you buy any other product.
This way, instead of giving anything superficial on special dates or just a regular day, anyone could give a preventive checkup to the women they care about as a present.
We took advantage of our extensive knowledge of retail operations, so in every store, the Gift Cards were on display on the supermarket shelves just like any product.
When purchasing the gift card, you only need to follow the instructions printed on the packaging and by simply scanning a code with a smartphone you immediately had access to scheduling your appointment for a mammogram, without any waiting time.
This simple innovation turned a procedure that was inaccessible for most, into an off the shelve product.
2023 / Cannes Lions / Silver / Outdoor
Artificial Intelligence is trending.
Millions of people around the world are obsessed with creating incredible surreal images of everything you can imagine, just by entering a few keywords.
We've all seen the mind-blowing images of Donald Trump being caught by the police, the pope modeling like a fashion campaign, the selfies from the last dinner, or the non-existent surreal landscapes.
But this obsession with the artificial and synthetic is making us forget that our world is full of surprising places that are often much more impressive than fiction.
For photographers and image creators, this context is complicated, because digital technology is slowly displacing artisan art and, in some cases, it directly affects their work and earnings.
Can we stand up against this trend and revalue the real world and photography?
That's why it was important to Nikon to remind people that nature and the natural world can defy our imagination and that the best way to capture it is to shoot it with a great camera.
2017 / Cannes Lions / Gold / Cyber
2017 / Cannes Lions / Gold / Entertainment
2017 / Cannes Lions / Gold / Entertainment for Music
2017 / Cannes Lions / Gold / Radio
2017 / Cannes Lions / Gold / Radio - Use of Music
2017 / Cannes Lions / Silver / Entertainment
2017 / Cannes Lions / Silver / Radio
2017 / Cannes Lions / 3x Shortlist / Grand Prix for Good
In the last four years 482 women has been killed by their partners. In most cases a chilling pattern appears: Perpetrators apologize with sweet loving messages.
The brief was to do a big action that shows women that is absolutely dangerous to give a second chance to an abuser. The main objective was to start the conversation about this problem and to explain people that behind beautiful words there´s sometimes ugly intentions.
Vida Mujer invited Diego Dibos, the most important romantic songwriter of Peru, to participate in this idea. We gave him an apologize letter written by a man before he killed her wife and Diego created a beautiful romantic song that was a word by word transcription of the letter. It was launched as his new single in the radios, concerts but most importantly in his social media account where he have thousands of fans. When the song became famous and was shared by a lot of people he used all his social media to create a big bang. He told the truth about the song to society and started a nationwide discussion that became huge in the country.
2018 / Cannes Lions / Bronze / Brand Experience & Activation
2018 / Cannes Lions / Bronze / Radio & Audio
Last year in Peru, 100,000 cases of abuse against women were reported.
But the authorities calculate that the non-reporting cases must be over one million.
How to draw the attention of many people and raise awareness about such a tremendous problem?
How to achieve a very shocking message that can be quickly shared among people and generate news in different media?
How to make many Peruvian women victims of violence quickly understand that they should report their cases?
Flora Tristán, the peruvian NGO that fights violence against women decided to act.
In the biggest music festival of the country, in the prime moment of the night, an abusive man takes the stage and makes a marriage proposal to his girlfriend who is among the audience.
This happens live in front of 10,000 people.
At first everything seems a romantic and normal proposal, but suddenly he begins to reveal his true intentions.
He tells her by the microphone that he will hit her, insult her and humiliate her and destroy her self-esteem.
At the moment that all the crowd reacts indignantly on the giant screen behind him, the message appears: THE ABUSERS DO NOT WARN.
This shocking stunt was quickly shared in all the most important news media of the country and the issue became a nationwide discussion
2016 / Cannes Lions / Bronze / Mobile
2016 / Cannes Lions / Bronze / Creative Data
Peru is one of the most seismical active areas in the world.
Life Signal is an app that works when nothing else does.
When earthquakes strike, cellular antennas are destroyed and communications disrupted.
In the ensuing chaos, the inability to locate relatives and loved ones is the cause of panic.
Life Signal is simple.
Select an inner circle of family members and closest people.
Create a ‘Safe Group.’
The app works in the background, synching all members’ coordinates through the cloud every six minutes.
And safely storing them in each of their phones.
When a natural disaster occurs and communications are disrupted, the latest recorded position of all group members is displayed on each of their devices.
Because this data was updated on their phones moments before the earthquake, it is accessible without a data connection.
Life Signal also pinpoints the optimal assembly point from a list of evacuation sites approved by the Disaster Relief Agency in a process that is identically replicated in each of the devices, allowing for all members to be directed to the same location even though communication between them is impossible.
This avoids the kind rushed decisions that cost lives.
"Celeste" is the name of the new film for Vencedor Paints, under the concept of "Every color has a story", the film tells the story of a widowed grandfather and how his son and granddaughter use paint to give him back a little joy and hope in his life.
A very human story with a very strong insight that we can all feel identified with and emotionally connected to, because all of us must deal with the loss of a loved one at some point.
The 2 and a half minutes that this emotive film lasts shows us how the act of painting a wall can mean much more than that. Reliving memories and moments through painting can even be an act of affection and love.
The production company responsible for the project was Rebeca Films and the film was directed by L.A. based Argentine director Emiliano Cruz Lopez.
2017 / Cannes Lions / Silver / Print & Publishing
A Classic Print Campaign from Forte Security Doors
2021 / Cannes Lions / Shortlist / Media
THE COLONEL´S WHITE SUIT TAILORED IN NAPKIN PAPER AND DESIGNED FOR FINGER LICKIN´ ALL THE WAY
In Peru, people love KFC and love to eat with their bare hands, so we can say that our customers really live the “Finger Lickin´Good” Brand Truth, for real.
But there´s an insight: People love to eat Fried Chicken with their hands but don´t love to stain their clothes.
So, for the 80th Anniversary of the creation of the Colonel´s original secret recipe we wanted to create a really “Finger Lickin´ Good” experience for our Peruvian customers.
Is there anything more “Finger Lickin´ Good” than eating Fried Chicken dressed in a Colonel´s suit tailored in Napkin Paper?
Yep, that´s right.
We brought back the elegant and iconic Colonel Sanders white suit beautifully tailored in napkin paper to eat your favorite Fried Chicken with your bare hands without the fear of stain your clothes.
To get your own Napkin Suit for Free, you just needed to order a Fried Chicken Combo in the selected KFC Stores.
As Adweek said: “KFC Shockingly reveals how Santa spends the rest of his year.”
The film features Santa Claus the day just after Christmas.
He goes into the bathroom, looks at himself in the mirror, and begins to shave and cut his hair. After styling his mustache and beard, he puts on a white suit, glasses and we realize that he was the famous Colonel Sanders, the iconic KFC founder.
Now the only KFC secret is the recipe.
2018 / Cannes Lions / Silver / Print & Publishing
These days, the most important issue in Peru is the corruption problem.
The Lava Jato Case showed that the country´s political class is absolutely corrupted.
On March 21, President Kuczynski resigned as president of the country after the appearance of videos that accused him of acts of corruption a and connection to the Lava Jato case.
But the day after the fall of the government, the most important hashtag in the country was #albumpanini
After 36 years, Peru this year returns to a world soccer cup, and that has made the Peruvians not take this problem in its real magnitude.
How to take advantage of this situation to make Peruvians aware of this terrible problem?
That´s why Utero.pe created the Lava Jato album.
The idea was to create a collection of trading cards similar to those of the panini album but with all the politicians who are involved in problems and legal suits for corruption.
These trading cards were infiltrated in card exchange events that are immense in the country.
In addition, albums were distributed so that people can generate their own selection of cards.
Each of the trading cards came with the statistics of each character and with an important message:
This character belongs to a collection that should not continue to increase.
Let's stop collecting corrupt politicians.
In addition, we also made an online version so that people could create their own characters and so they could report them.
The people who stopped giving importance to the political issue of the country and concentrated more on collecting the album were shortly in key spaces.
There are card exchange events that are giant and multitudinous, where thousands of people gather every day, in these places we found all our audience.
There, we found them strategically and we surprised them and leaving them in shock when they realized the importance of focusing in the political issues of the country.
The implementation had several stages.
The first stage consisted in a time of research and analysis of data to find all the politicians who were questioned and investigated for corruption issues in the Lava Jato case.
Then came the design, development and printing of the album and the trading cards.
300,000 trading cards were printed and distributed in exchange events.
This was accompanied by an online video that was quickly shared in social media.
After thousands of videos created by people were uploaded to social media participating in the campaign.
2015 / Cannes Lions / Bronze / Branded Content
In peru, domestic violence is on the rise.
In the last 4 years, 482 women were killed by their partners.
In every case, a chilling pattern appears:
The perpetrators apologize with sweet loving messages.
This allows them to avoid prosecution
and go back to the women they abused.
To put an end to this pattern, we published a love book.
“Don´t die for me” is a book written by men who terribly abused their partners.
The first part of the book is a compilation of real letters and messages of love.
At the end of this section, the book invites you to turn it around and find how each of these stories ends.
Finally, it gives you a shocking message:
Don´t become another page in this book.
Nobel prize, mario vargas llosa, wrote the prologue
and copies of the book were sent to personalities and opinion leaders.
We also launch an online book that went viral in just a few hours.
www.notemueraspormi.com
This online book was shared more than a million times in less than a week.
…and dont die for me was everywhere,
Even in amazon raising funds for the organization.
2016 / Cannes Lions / Shortlist / Media
2016 / Cannes Lions / Shortlist / Promo & Activation
Our files, photos and entire lives are backed-up in the cloud. But the cloud is not this white, clean, ethereal place à la '2001 A Space Odyssey' some would have us believe.
It's a data farm that can take more energy to run than a medium-size town.
As we accumulate more and more terabytes of useless data, data centers around the world keep expanding, using more than 30 billions watts to run, equivalent to the output of 30 nuclear plants. The Big Data Takedown is a movement designed to destroy data on a massive, global scale.
Welcome to #BigDataTakedown
This is a love story that gets a bizarre twist, a film from the most important Peruvian broadcaster, America TV.
This three-minute tale opens on a scene of the show, with one of its main characters, Beto, played by Peruvian famous actor Santiago Suarez, greeting his buddies outside of school. He becomes distracted however, when he sees someone in the distance—a woman named Elena, who, it turns out, happens to be on the other side of the TV screen.
The two lock eyes, and from then on become lost in each other’s presence. Elena, played by actress Dann Ben Haim, continues to watch the show, Beto continues to watch her back, and the two fall in love. With each new episode, the lovers grow closer and even enter each other’s worlds—as the show plays on her phone Elena turns her device outwards so Beto can get a glimpse of her life too.
One day, when Elena fails to show up, the story takes a dramatic turn, and you’ll have to keep watching to see if, and how, the two reunite.
The emotional reason why we go to TV every day, at the same time and on the same channel, is because of that close relationship that is generated between us and the endearing characters of the series.
This is an idea that lives at the exact crossroads of entertainment and pop culture in the country.
The spot’s backing track is a cover of ‘80s Peruvian pop hit “Fantasy,” rerecorded with singer Arianna Fernandez.
Amateur athletes are always looking to improve their performances.
Good hydration is very important to achieve those goals.
That's why Powerade is always trying to empower those amateur athletes to train harder and non-stop, because Powerade gives them the necessary hydration they need to perform as high-performance athletes.
And Again
And Again
And Again
We needed to generate incredible photographs of amateur sportsmen doing sports that make you feel that them are train as high-level athletes always making their amateur category fully recognizable.
So, that´s exactly what we did.
This is a campaign that was aired in the entire Latam Region, so we also needed to shoot in locations that feel really common to Peruvians, Argentinians or Colombians.
So, we went to Madrid to shoot the campaign with the amazing Ale Burset..
We developed everything in Black and White because we wanted to generate a beautiful contrast between the black and the blue of the Brand Label the picture.
Creating a strong visual brand identity.
2017 / Cannes Lions / Bronze / Design
2017 / Cannes Lions / Shortlist / Promo & Activation
Local stores in Peru had to put up bars to protect themselves from delinquency.
Coca-Cola reinvented these bars as a new media of communication of the brand to promote the relationship between the consumers and the seller at the point of sale with a friendlier security bars
