Creative Director,
Social Media Evangelist,
Ducati-riding, gadget-geek,
family dad, enjoys all beauty
in life, nature and love.
“Keep me where the light is”
Category: Ambient
Advertising Agency: Evek, Monterrey, Mexico
Additional credits: Tarín + Contreras, Digital Works
"As part of an experiment in a very crowded Lima district in Peru, we deliberately left a wallet containing $100 to try to test people’s honesty.
Advertising Agency: McCann, Erickson, Peru
Creative Directors: Ricardo Mares, Nicolás Romano, Mauricio Fernandez
Art Director: Ricardo Toyohama
Copywriter: Giacomo Ferruzo
Filmmaker: Alejandro Ugás / La Fórmula
Additional credits: Anggelo Franceschi"
Source: http://www.ibelieveinadv.com/2011/07/coca-cola-the-wallet-of-happiness/
# Great strategy and way to engage the target group online.
Adidas came to us with a big challenge: reach the active football-crazed kids (males, 14-19yrs old) who aren’t sitting in from of their TVs. So, we brought the world’s most famous football player, Barcelona’s Lionel Messi, to London. With only four hours allotted, we skipped a TV spot endorsement idea and unleashed him to the public via an adidas-branded helicopter. In the weeks leading up to his arrival, we seeded content and cryptic messages online, hinting where Messi would be. The first stop was Hackney Marshes where local teams were in the midst of a game. The second was Brick Lane in East London where we held an on-street “kit amnesty”. Here fans were able to trade in their old boots for new F50 adizeros whilst shaking hands with Messi. Thousands took photos and videos and shared it throughout the web. We hit 250,000 Facebook feeds, 368,000 tweets, 3.5 million kids and 41% of the UK. And, all this with zero paid-for media.Proof that a unique idea can earn more media than a pre-planned schedule can ever buy.
