Mexico won its first gold lions on the second day of the Cannes Lions 2022 festival, the highest advertising contest that rewards creativity worldwide.
The first gold metal was in the outdoor category for the “No artificial Mexico” campaign, which the US agency We Believers developed for Burger King in Mexico.
With this initiative, the hamburger brand announced that it removed from its menu all ingredients that were not 100% natural, including flavorings, preservatives and dyes.
The creative general director of this campaign, which required an investment of 70 million pesos and will be in force until October of this year, was Gustavo Lauria. The creative director was Patricio Elfi, while the marketing director, Óscar Alcántara.
Today, Mexico is one of Burger King’s main markets. According to Alcántara, consumers go to the chain’s restaurants 2.8 times a month, with an average purchase ticket of 175 pesos.
the victory beer
The second gold metal went to Ogilvy in the entertainment category. The agency led by Verónica Hernández once again left its mark with the Cempasúchil campaign, “The taste of reunion”, which it developed for the Victoria beer brand.
The initiative consists of a film produced by Media.Monks, a three-minute film and two 60-second pieces that were broadcast on television and in movie theaters nationwide.
Four arts were also created, as well as the launch of “Victoria Cempasúchil”, a beer with an extract of this emblematic flower.
For Ogilvy, this campaign is a winner. Not only was she recognized with a gold at Cannes, but she previously shone at the IABMixx awards, with a gold, a silver and two bronzes.
According to Hernández, this challenges them as an agency to always be at the forefront and one step ahead to surpass what is done on a creative level with each campaign.
UPDATE: Burger King has won another gold lion with the “Mexico Not Artificial” campaign, this time in the Industry Craft Lion category.
