Here is a selection of very interesting Cannes contenders from Latin America, which include a campaign that achieved the impossible in a dictatorship and another that used a national anthem to urge a government’s action.
The agencies belonging to the Havas Creative Network in Latin America. The works come from Argentina, Brazil, Costa Rica, Chile, Peru, Uruguay and Mexico.
HOY by Havas Argentina: INCLUSION ANTHEM
Between 5 and 10% of school-aged children have dyslexia, but since it is a disorder that is difficult for families and teachers to detect, many reach adulthood without being diagnosed. During the week of International Dyslexia Day, Hoy by Havas Argentina created a new version of the Argentine National Anthem, modifying the lyrics with the most common alterations that are indicative of dyslexia. The anthem was shared on major national media, along with interviews that allowed for further discussion on the topic. On social media, we had 91% positive sentiment, and mentions of the topic increased by 267%. After the action, dyslexia was incorporated into the 2024 agenda of the Ministry of Education as one of the main issues to address, and many schools requested the Inclusion Anthem to implement in their institutions.
Watch the case study.
HOY by Havas Argentina: SHIELD AGAINST CANCER
According to statistics, 1 in every 4/5 Argentinians will develop a tumor during their lifetime. At the same time, testicular cancer is very silent, and people have no way of realising it is growing in their body. For FUCA (Foundation for Cancer Research, Education, and Prevention) together with Racing Club, one of the largest soccer teams in Argentina, and Kappa, HOY created a campaign by modifying the most sacred thing a club has, its crest.
Clinically, testicular cancer can develop in 4 weeks, the same time in which the crest was modified with slight protrusions that grew week by week, mimicking the stages of a tumor. The agency changed the crest across all the club’s social media platforms and in every piece of content, including those released in real-time during each match over that period. It was only after 12 days that people noticed the anomaly, despite the content being exposed to millions of people and reactions on social media, mirroring testicular cancer detection’s problem
Without revealing it, the agency made the conversation continue growing on social media and carried on until completing the 4-week campaign, generating incredible buzz with a zero budget.
BETC Havas: CREDIT IN CREDITS
BETC Havas: THE REPORTS SHOPS
Havas Chile: CHILDHOOD ALWAYS LOSES THE WAR
Armed conflicts have been a hallmark of the 21st century to such an extent that news about them no longer impacts people. What is most concerning is that we also stop seeing the damage suffered by the most vulnerable victims – children. Havas Chile wanted to highlight this reality. But how could the agency do that when social media does not allow sharing sensitive content about what is happening? By using a digital trend to convey the important message, shedding light on the true reality of wars: childhood always loses.
Havas Costa Rica: FFC NIGHT SHIFT
Havas Costa Rica & BETC Havas: REPRINTING NICALa Prensa of Nicaragua, the most famous newspaper in the country, had not printed for over three years after the dictatorship stopped its presses and exiled all its journalists. Using a raft on the San Juan River and unique means to write, distribute, and print an edition on International Journalism Day, the impossible was achieved: publishing an edition of La Prensa once again from 100% Nicaraguan territory.
Havas Costa Rica & BETC Havas: MALEKUS. THE LAST 600
The Malekus, the smallest indigenous tribe in Costa Rica with only 600 inhabitants, seek a connection beyond social media; they seek unity with their country. Therefore, The Rain Forest Lab, a natural makeup company, together with the Maleku influencer, Hiqui Morera, is launching a makeup line based on the tribe’s ancestral customs along with a message of communion and acceptance
Havas Perú: TOURIST COMMENTS
Instead of creating new content (which would have been more expensive), Sky Airline analysed public data to ensure that its message was targeted and effective, by using existing content that its audience already enjoyed. Havas simply “hacked” the content to deliver the message. It used the unique approach of engaging with the audience directly in the YouTube comments section, a space not traditionally used for advertising, which demonstrates an understanding of consumer behaviour. This non-intrusive method of advertising respects the user experience on YouTube by adding value through relevant content rather than disruptive ads. An action that match with the brand’s purpose to bring affordable flight tickets, demonstrating resourcefulness and creativity in budget management.
Havas Peru: WHEN MOM CALLS
By strategically picking the main TV shows consumed by its target audience, CLARO highlighted the campaign’s unique premise by interrupting live TV shows with a heartfelt message about the importance of a mother’s call. The PR that was generated was totally organic and free. More than 2.5 million people were reached in just 4 days. This number of people is more than 10% of the total adult population of the country. More than two thousand positive interactions were achiever, 94% brand positive. The campaign effectively positioned Claro as a brand that makes meaningful connections and family values, aligning with Mother’s Day sentiments and enhancing the brand’s image as socially responsible and emotionally intelligent.
The Great Uruguayan Lottery is Uruguay’s historic lottery, distributing more than $4,000,000 in prizes each year. With all the money, the winner can buy several houses, cars, yachts, or even various media outlets. To show the significance of the prize, the agency created a character who “bought” the most important television channels, radio stations, and the most visited digital portal in Uruguay. As any new owner, the character soon began to make “small changes” that surprised audiences, turning the campaign into a success.
Havas HOY: PASSENGERZZZ
Havas HOY: BAGFILTRATORS H-E-B
H-E-B has 87 supermarkets in northern Mexico, but none in Mexico City. Despite this, H-E-B fans in the city became detractors on social media, unaware that HEB.com.mx delivers there. To increase awareness, H-E-B used Google Maps by placing drive-to-web messages on H-E-B bags near competitors’ stores. Then, local guides uploaded photos with the bags, making them appear first in Google Maps reviews. Now, when people search for competitors on Google Maps, they see photos linked to HEB.com.mx, leading them to find exclusive offers just for Mexico City.
