Hasta La Creative!

Ads created for the new campaign focus on the ‘four styles’ of those opening a bottle of fizz: the perfectionist, the magician, the squealy popper and the first timer. The creative looks and feels very different to other British wine brands, with a much more fun, stand-out approach.

After more than a year stifled in lock down, Iceland wants you to reawaken your senses with an Icelandic adventure. The first 100 visitors to book a slot at the pop-up shop in Reykjavik and turn up with a valid plane ticket showing their arrival in Iceland from June 24th onwards will have their old, tired sweatpants transformed by hand by Icelandic designer Ýr Jóhannsdóttir, into a pair of bespoke hiking boots, with any remaining fabric becoming the bag in which to carry them home.

Earlier this week UEFA made headlines when it rejected the request of Munich’s Mayor Dieter Reiter to illuminate the Allianz Arena with the colours of the rainbow flag for the European Cup football match between Germany and Hungary. The organization rejected the proposal because it was motivated “by a political decision” taken by the Hungarian Parliament.

This prompted AXE and their creative partner LOLA MullenLowe to seize the moment and connect with young guys on and off the pitch. As the leader in men’s grooming, AXE believes that attraction is for everyone and between anyone. If you’re into it and they’re into it, AXE is into it.

AXE knows from market research that almost 50% of men are afraid of being different and are afraid of being judged and pigeonholed. As a brand that is committed to championing all the ways people experience attraction, AXE developed a new Augmented Reality (AR) lens to support this mission.

During the Germany vs Hungary match, AXE offered a Snapchat lens that allowed Snapchatters in the stadium to digitally transform the green playing field into the rainbow flag. Snapchatters could share their images and show support for freedom of expression. Fans, creators and influencers which included German player’s wives, took part in the activation garnering over 2.5MM impressions and share rates of 150% vs the benchmark.

AXE is an ally
AXE is committed to motivating young people to work for diversity, respect and acceptance. The brand sets an example with unisex fragrances and actively supports the Action Alliance against Homophobia. Since 2019, the AXE Pride Love is Love Edition has been available every year.
Together with the Action Alliance against Homophobia, AXE supports the LOVE IS LOVE competition giving visibilty to projects where young people campaign for diversity and acceptance in their communities. Whether supporting a genderless school bathroom or an awareness campaign against prejudices in the communal shower at a sports club, these projects demonstrate that LOVE IS LOVE, whether lesbian, gay, bisexual and heterosexual or trans* and inter*.

Overview
COVID canceled everything.
This year, the streets of our city would not cover with pride and color; therefore, we had to find a way to transport that spirit somewhere safer for everyone, and that would allow us to send a message of equality.

Idea
UCreativa Pride Island, a Pride Parade held entirely inside a video game. Using Animal Crossing, and Twitch was how we made it possible to create our Pride Parade for our client Universidad Creativa. We designed an island in which people could access with a unique code sent directly to them. There, they would find a Pride Parade full of color, positive messages, art and design exhibitions from our students, as well as live concerts with national bands, gifts, prizes, and even college scholarships.

Bullying is a problem that affects many teenagers in Colombia and around the world. One of the main reasons is their sexual orientation. Ahead of International Pride Day (27th June, 2021), ABInBev’s Pony Malta, one of the leading beverages among teens in Colombia, has launched a new campaign to highlight the bullying that takes place throughout skateboarding, one of the sports in which participants are bullied the most due to their sexual orientation, identity or gender expression.

Pony Malta and their agency, MullenLowe SSP3, have launched #RideThePride, a movement that aims to help skaters destroy the fear that comes with being bullied by doing something they love: skateboarding. They have designed a range of skateboards that showcase some of the main feelings associated with bullying: fear, failure silence, loneliness, rejection, pain, and gifted them to LGBTQ+ skaters who have experienced bullying within the sport.

The aim of the campaign is for skaters to destroy the boards during a session, with the message: ‘Skateboarding is the best way to defeat skateboarding prejudices’. The stories of these athletes were documented to invite all athletes to skate against bullying on International Pride Day.

The brand has also partnered with Colombia Diversa, It Gets Better Colombia, LGBTQ Working Table, and the sports movement Sobre Ruedas Girls, to create a helpline to assist those who have been victims of bullying.

In 2020, Karol G released one the of the biggest reggaeton hits of the decade: TUSA.
A few months later she was announced as the headliner of Costa Rica’s biggest music festival: Picnic Festival, along side a sponsor grid that included us and a bunch of big brands, we needed to stand out.

Instead of promoting a simple ticket giveaway, we used the song’s lyrics, which tell the story of a girl ghosted by her lover: “But he left her in voicemail, maybe she’s with another girl”, to launch a promo that gave party tickets to those who were ghosted for Valentine’s Day.

To win all they had to do was show us the ghosting evidence, and the worst ones got their revenge at the sickest party of the year.

More than 5.000 ghosted conversations received.
2.4 MM people reached
3.1 MM Impressions

In Panama, every 3 days a person commits suicide and the majority are men.

A different look at a topic that nobody is talking about in Panama. Proposing as a strategy not to speak to the person who has the problem, but to those around him, inviting them to have real conversations to direct the person who suffers to “open an escape valve” through active listening.

The current situation has brought situations with great emotional load from loss of job, of a loved one, financial problems, illnesses, uncertainty among others and in many cases combining several situations at the same time; causing unmanageable mental breakdown, which is why mental health should be the priority right now.