The One Show
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Category
Media Relations
Annual ID
OS_PR19002G
About the Work
Historically there's been a xenophobic conversation in the US. But since President's Trump arrival, hatred was at its highest level, and the intent of building a wall was more radical over the southern border. Meanwhile, a company made a brave decision: put a Mexican brand in the middle of those American’s beliefs. Using our PR strategy, we posted a campaign during Trump’s shutdown, which actually broke the internet becoming a viral phenomenon worldwide. 23,404,089 views, 1,154,620,000 impressions, 60M in earned media: mentions in 166 countries: news channels, journalists, activists, and even the former President of Mexico talked and debated about it. The negative sentiment only registered 4%, a low number to what airlines are used to receive. The conversation wasn’t because of something people didn’t like, but of something they respected and believed. An investment of courage and clever PR moves achieved great results with $0 USD in the budget.
2019 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Ogilvy Colombia / Bogotá
Ogilvy Mexico / Mexico City
Art Director
Alejandra Rozo
Chief Creative Officer
John Raúl Forero
César Agost Carreño
Juan Pablo Alvarez
Creative Director
Hugo Mario García Moya
Mauricio Sanchez
Data Scientist
Julián Esbrí
Michelle Martínez
Executive Creative Director
Mauricio Guerrero
Camilo Ruano
Strategist
Maria Angélica Figueroa
Ana Villalta
Writer
Julián Triana
Luisa Consuegra
Account Team
Olga Cardoso
Perla Santos
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