The world has become so politically correct that humour is lost, freshness is lost. Agencies have to think about what they can say and where they can say it. A complicated world for a brand like Mike´s.

In the face of this agency, Fantástica, and Mike’s decided to use technology to challenge the conventional and bring humour back. They turned every advertisement into a code that could be activated with a phone, so pedestrians and legal regulators could see the permitted messages, but teens could use their phones to see the messages the brand really wanted to publish.

“Instead of focusing on defying restrictions, we prefer to highlight the bravery of Mike’s and Fantástica by flipping the script and launching a campaign that combines product functionality with the humour and sarcasm inherent to the brand,” the partners noted.

“Advertising has become boring globally,” stated Alejo Gómez, creative director of the Fantástica agency. “Starting with a fun and bold PowerPoint, it becomes evident how each filter loses strength, resulting in brands that become too alike. This perception led to the determination to find a way to overcome a politically correct and dull world, bringing back the lost grace to advertising.”

The campaign, that underlines Mike’s authenticity and fun, aims to strengthen its position in the Peruvian market and attract more young consumers. The initiative aims to highlight the functional attributes that make Mike’s the preferred choice in its category, challenging restrictions and showing that life is sweeter when unfiltered.

Carolina Ávila, beyond core marketing head of Mike’s parent company Backus, stated, “With this campaign, we want to impact young people in a disruptive way, turning conventional advertising on its head. Mike’s essence has always been authenticity, fun, and a touch of rebellion. We want to inspire our consumers to enjoy life without filters, and we believe this proposal will resonate especially with the vibrant generation of young adults aged 18 to 35.”

The campaign targets a key segment representing 51% of the population aged 18 to 35, focusing on social activities such as “High Energy,” “Music & Chilling,” “Humour,” and “Mike’s Lovers.” Additionally, Mike’s invites interaction with the campaign by scanning billboards and participating in the opportunity to win exclusive merchandise.

Finally, Mike’s and the Fantástica agency extend an invitation to everyone to join this campaign and enjoy life without restrictions or blah. It’s time to break the filters and bring back the freshness and humor to Peruvian advertising.