McCann Latin America has high hopes for Cannes. Mercado McCann’s Hotel La Argentina has already won Best of Show at the NYF International Advertising Awards.
The work it has submitted reflect the corporation’s mission to build more meaningful brand platforms to drive growth and lasting impact on both brands and culture. The creative entries come from McCann Latin America’s agencies in Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, and the Dominican Republic
MERCADO MCCANN: “Hotel La Argentina” for TyC Sports
A campaign and short film about a humble hotel’s journey to earn a third star. After Argentina won the FIFA World Cup in Qatar in 2022, the nation celebrated by adding a third star to its emblem. A year later, Argentina displayed the three stars everywhere, except at Hotel Argentina, a two-star hotel near Buenos Aires. In response, TyC Sports, Argentina’s leading sports channel, upgraded the hotel with new amenities to celebrate the World Cup’s anniversary and produced a short film that captivated the entire country.
MCCANN LIMA: “The Gift Card of Life” for Tottus Supermercado
McCann Lima & Tottus created The Gift Card of Life, the first mammography Gift Card that can be purchased at the supermarket like any other product on the supermarket shelf. The creative and simple innovation has made accessible what was previously unattainable for many Peruvian women: the possibility of accessing an appointment for a preventive check-up by simply scanning a code from their cell phone.
MCCANN COLOMBIA: What happened at the party of Banco of Bogotá?
This is the story of how McCann Colombia turned a corporate reputation crisis into a platform to reconnect with generation Z, transforming Banco de Bogotá, the oldest bank in Colombia, into a partner of good and fun moments to share.
MRM Brasil: “Throwback Deals” for Samsung
How could you make up for not so good performance during Black Friday week in a quick and easy way? MRM Brazil found that 85% of online shoppers abandon their shopping carts. So, the agency took advantage of this consumer behaviour and offered them discounts and old prices, but on the latest product models, communicating them in a “particular way” that was thought to be somewhat old-fashioned.
MCCAN SANTIAGO: “Suburban Paparadzzi” for Chevrolet
Looking for the new Suburban 2024 campaign, McCann Santiago realised that the paparazzi had already done it for them. Commonwealth / McCann Santiago and Chevrolet took advantage of the thousands of photos on the internet of the world’s most important celebrities next to their SUV and turned all this valuable material into pieces for their launch campaign.
MCCANN SAN JOSÉ-COSTA RICA: “The Billboard you shouldn´t read but you can” for Gollo Motors
Billboards are usually simple and brief, with large text, few words and messages that can be read in a few seconds. But what happens when you live in Costa Rica, the second country with more traffic in Latin America? McCann San José created a billboard circuit for its client, Gollo Motors, that had a particular and timely feature that caught the attention of drivers and planted a debate in the community.
MCCANN SANTO DOMINGO- REPUBLICA DOMINICANA: “Sticking to Mom” for Anya Damirón.
How do you connect families without the need for high technology and high costs, and still create memorable moments? McCann Santo Domingo achieved this with an emotional idea that unites families through reading by means of technology. The campaign, inspired by real stories of mothers who work remotely, showed how it is possible to be close even when far away and the importance of the connection between parents and children.
Weber Shandwick /McCann México: “Picalenguas” for Animal Politico
Animal Político, faithful defender of truth and transparency in terms of information and education for society, presents Picalenguas, a super-hot sauce that becomes a powerful tool to verify news and denounce corruption. Weber Shandwick and McCann Worldgroup Mexico together with the best salsa masters devised the product and its QR code as a platform inspired by local culture and tradition for the verification of data verification in the news disseminated in the country.
McCann Ecuador: “Disastrous Washes” for Ciclón
A graphic idea delivered with beautiful craft and storytelling about the epic that thousands of clothes go through every day in the washing machines. McCann Ecuador gave life to scenes that simulate a storm, a shipwreck, and a war. Using garments, bed linen and kitchen towels, the agency created boats to recreate how disastrous every wash without fabric softener can be.
MRM Santiago: “Data Pump” for NotMayo/NotCo
MRM Santiago transformed a simple product test into the largest mayonnaise study ever conducted, and did it in Chile, a country where people put mayonnaise on absolutely everything. The results were shared in Not Mayo’s launch campaign with 100% real images of Chileans enjoying the new product with their favourite foods, and as a garnish they experienced new ways to enjoy mayonnaise. User-generated content, without them knowing they were generating it.
WMcCann Brasil: “The Salvation Hanger” for Salvation Army
The Salvation Hanger initiative invites Sheraton Hotel in Sao Paulo guests to hang items of clothing on hangers as a donation to those who need it most. The action is based on the premise that whatever doesn’t fit in the suitcases of tourists in São Paulo can be hung on the Salvation Army’s hanger. This way, in addition to doing good, it saves travellers from being charged for overweight luggage.
