Sometimes great creative ideas are very simple. Fahrenheit DDB’s campaign for plazaVea, the largest supermarket chain in Peru, aimed to raise national support for Kimberly García, one of Peru’s top athletes in racewalking, for the Paris Olympics. Racewalking doesn’t get much coverage and Garcia was competing at 9.20am Paris time – that’s 2.20 am in Peru.

The idea was to boost awareness of Kimberly’s Paris 2024 competition by offering selected products, TVs, smartphones, and refrigerators, at a discount price matching her competition number: 146.

And the campaign had a fun twist. The price wasn’t revealed in the promo. To discover it, customers had to tune in at 2:20 a.m. and watch Kimberly compete live. This created a unique incentive for people to stay engaged and cheer her on, ultimately connecting the country to Garcia and her sport in a meaningful way.

Credits 
Client: Supermercados Peruanos [plazaVea]
Marketing Director: Adelberto Muller Caro
Marketing Manager: Rosana Vilcarromero
Chief of Marketing: Karla Vílchez
Marketing Coordinator: Camila Nuñez Melgar

Agency: Fahrenheit DDB
CEOs: Ricardo Chadwick & Alberto Goachet
CCO: Sergio Franco
General Creative Directors: Mauricio Loredo & Yoshi Yshikawa
Head of Art: Rudy Camones
Copywriter:  Fernando Pachas
Art Director: Alexis Arévalo
Account Director: Andrea Gomero
Account Supervisors: Diana Paz & Ariana Lores
Brand Manager Producer: Luciana Cabieses
Junior Producer: Zabeth Díaz
Account Executive: Luana Rodríguez  

Production Company: Canica Films
Director: Olivier Hourton
Executive Producer: Teresa Benvenuto
Chief Administrative & Financial Officer: Juan Sebastián Raffo

Offline & Online Post-production: Jorge “coko” Salas
Sound Studio: Kazoo Audio
Audio Post-production: Cesar Márquez
Music: Carlos San Miguel Dammert
Executive Producer: Luis Frías