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LAPIZ Hits Stride With Its Most-ever Cannes Lions Award Wins



Mexico Board of Tourism wins two for 'Snow Graffiti' & 'Los Cabos Reselfies' while Allstate is honoured for '#SendBadLuck'

LAPIZ Hits Stride With Its Most-ever Cannes Lions Award Wins

LAPIZ won three Lions at the Cannes Lions International Festival of Creativity in the Design, Media and PR categories. Mexico Board of Tourism “Snow Graffiti” won a Bronze Lion in Design and “Los Cabos Reselfies” won a Bronze in Public Relations. Allstate “#SendBadLuck” won Bronze in Media.

"We're happy to win these awards on behalf of our clients with work that uses creativity and technology to drive business. Allstate #SendBadLuck and Los Cabos Reselfies are about passion and pop culture. It’s great to see that it impacted our audience and a tough jury in Cannes with the same strength,” said Fabio Seidl, executive creative director, LAPIZ. “LAPIZ had a great year winning clients and awards, and these Lions are just a consequence of this momentum."

“LAPIZ’s winning streak demonstrates our ability to develop ideas and platforms that are rooted in cultural behavior,” said Gustavo Razzetti, executive vice president, managing director at LAPIZ.

“We continue to innovate in new ways to engage consumers, especially in digital and social media. These awards recognize our agency’s evolution from a Hispanic agency to one that has had tremendous success in a broader spectrum of audiences including leading brands and projects for North America and Latin America”

Mexico Board of Tourism – “Los Cabos Reselfies”

In September 2014, one of Mexico’s most popular tourist destinations, Los Cabos, was hit by Hurricane Odile. The region’s image on the news and in social media was tarnished. Fortunately, the region was restored in just eight weeks. With the damage appearing across the internet and the destination’s peak season coming, LAPIZ proved Cabo San Lucas and San Jose de Cabo were back open and as vibrant as ever before. 

LAPIZ found photos of tourist taken before the hurricane in Cabo’s most famous spots. Then, the agency invited celebrities to visit Cabo and re-create those tourist selfies in the exact same spots telling their millions of fans and tourists that Los Cabos was exactly the same as before. Watch the case video here.

“The LAPIZ work focuses on cultural behaviors that go beyond normal definitions. For Mexico, the agency created a campaign for U.S. and Canadian travelers that not only changed the negative conversation around the hurricane that hit Los Cabos, but actually helped increase tourist visits,” said Razzetti. 


Mexico Board of Tourism – “Snow Graffiti”

When an unexpected springtime snowstorm hit Chicago, ad agency LAPIZ leaped into action and used snow as an innovative advertising medium to spread messages of warmth for Mexico Tourism Board. Using the talents of a local street artist, NosE Lanariz, LAPIZ selected three locations throughout Chicago and created eye-catching murals to encourage people to vacation in sunny, warm Mexico.

“Take Your Clothes Off”, “Come Melt Under The Sun” and “Beaches With Sand This White” were some of the headlines created around the city to remind Chicagoans of the weather they were missing out on in Mexico and bring smiles to a snowy, windy city. 

“We turned snow into a medium and we turned Chicago’s bad weather into an opportunity to promote Mexico’s beautiful weather,” said Seidl.

Allstate – “#SendBadLuck”

Allstate gave soccer fans a way to show their passion and alliance to their team by requesting to send Mala Suerte, or bad luck, using #EnviaMalaSuerte to any team leading up to and during the world’s biggest soccer matches in Brazil last summer. Fans following @SoyLaMalaSuerte could tell Allstate character Mala Suerte what to do to their team’s rivals as matches are taking place. Mala Suerte reacted in real-time by live tweeting unexpected moments of bad luck he afflicted on rival teams at the request of devoted soccer fans. Watch the case video here.

“The Allstate campaign became a top trending topic on Twitter three times during the World Cup, one of the most challenging and active events in social media around the world,” said Razzetti. “We didn’t simply have a great platform, we executed it live, creating always-on content based on what was actually happening during the games to gain record consumer participation.”

LAPIZ consistently has been in the top three most awarded U.S. agencies for Hispanic and Latino markets in creativity and effectiveness. The agency is a top-three U.S. Hispanic agency of all time at Cannes and was recognized this year as a top three agency at El Sol in Spain. It also won Effies for the past three year.

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Leo Burnett Chicago , Thu, 02 Jul 2015 15:40:53 GMT