HOY by Havas Argentina
INCLUSION ANTHEM
Between 5 and 10% of school-aged children have dyslexia, but since it is a disorder that is difficult for families and teachers to detect, many reach adulthood without being diagnosed. During the week of International Dyslexia Day, we created a new version of the Argentine National Anthem, modifying the lyrics with the most common alterations that are indicative of dyslexia. The anthem was shared on major national media, along with interviews that allowed for further discussion on the topic. On social media, we had 91% positive sentiment, and mentions of the topic increased by 267%. After the action, dyslexia was incorporated into the 2024 agenda of the Ministry of Education as one of the main issues to address, and many schools requested the Inclusion Anthem to implement in their institutions.
SHIELD AGAINST CANCER
According to statistics, 1 in every 4/5 Argentinians will develop a tumor during their lifetime. At the same time, testicular cancer is very silent, and we have no way of realizing it is growing in our body.
FUCA (Foundation for Cancer Research, Education, and Prevention) together with Racing Club, one of the largest soccer teams in Argentina, and Kappa created a campaign by modifying the most sacred thing a club has, its crest.
Clinically, testicular cancer can develop in 4 weeks, the same time in which the crest was modified with slight protrusions that grew week by week, mimicking the stages of a tumor. We changed the crest across all the club’s social media platforms and in every piece of content, including those released in real-time during each match over that period.
It was only after 12 days that someone noticed the anomaly, despite the content being exposed to millions of people and reactions on social media.
Without revealing it, we made the conversation continue growing on social media and carried on until completing the 4-week campaign, generating incredible buzz with a zero budget.
BETC Havas
CREDIT IN CREDITS
THE REPORTS SHOPS
Havas Chile
CHILDHOOD ALWAYS LOSES THE WAR
Armed conflicts have been a hallmark of the 21st century to such an extent that news about them no longer impacts people. What is most concerning is that we also stop seeing the damage suffered by the most vulnerable victims: children. We wanted to highlight this reality. But how could we do it when social media does not allow sharing sensitive content about what is happening? By using a digital trend to convey our important message, shedding light on the true reality of wars: childhood always loses.
Havas Costa Rica
KFC NIGHT SHIFT
Havas Costa Rica & BETC Havas
REPRINTING NICA
La Prensa of Nicaragua, the most iconic newspaper in the country, had not printed for over three years after the dictatorship stopped its presses and exiled all its journalists. Using a raft on the San Juan River and unique means to write, distribute, and print an edition on International Journalism Day, the impossible was achieved: publishing an edition of La Prensa once again from 100% Nicaraguan territory.
MALEKUS. THE LAST 600
The Malekus, the smallest indigenous tribe in Costa Rica with only 600 inhabitants, seek a connection beyond social media; they seek unity with their country. Therefore, The Rain Forest Lab, a natural makeup company, together with the Maleku influencer Hiqui Morera, is launching a makeup line based on the tribe’s ancestral customs along with a message of communion and acceptance.
Havas Perú
TOURIST COMMENTS
Instead of creating new content (which would have been more expensive) Sky Airline analyzed public data to ensure that the message was targeted and effective, by leveraging existing content that our audience already enjoyed and “hacked” it to deliver the message. They used the unique approach of engaging with the audience directly in the YouTube comments section, a space not traditionally used for advertising, which demonstrates an understanding of consumer behavior.
This non-intrusive method of advertising respects the user experience on YouTube by adding value through relevant content rather than disruptive ads. An action that match with the brand’s purpose to bring affordable flight tickets, demonstrating resourcefulness and creativity in budget management.
WHEN MOM CALLS
By strategically picking the main TV shows consumed by our target audience, CLARO highlight the campaign’s unique premise by interrupting live TV shows with a heartfelt message about the importance of a mother’s call. The PR that was generated was totally organic and free cost because they capitalized the action that felt natural. More than 2.5 millions people reached in just 4 days. This amount of people is more than 10% of the total adult population of the country. And more than 2 thousand positive interactions and 94% brand positive. Historic results of the brand. The campaign effectively positions Claro as a brand that makes meaningful connections and family values, aligning with Mother’s Day sentiments and enhancing the brand’s image as socially responsible and emotionally intelligent.
Havas HOY
PASSENGERZZZ
BAGFILTRATORS H-E-B
H-E-B has 87 supermarkets in northern Mexico, but none in Mexico City. Despite this, H-E-B fans in the city became detractors on social media, unaware that HEB.com.mx delivers there. To increase awareness, H-E-B used Google Maps by placing drive-to-web messages on H-E-B bags near competitors’ stores. Then, local guides uploaded photos with the bags, making them appear first in Google Maps reviews. Now, when people search for competitors on Google Maps, they see our photos linked to HEB.com.mx, leading them to find exclusive offers just for Mexico City. H-E-B has 87 supermarkets in northern Mexico, but none in Mexico City. Despite this, H-E-B fans in the city became detractors on social media, unaware that HEB.com.mx delivers there. To increase awareness, H-E-B used Google Maps by placing drive-to-web messages on H-E-B bags near competitors’ stores. Then, local guides uploaded photos with the bags, making them appear first in Google Maps reviews. Now, when people search for competitors on Google Maps, they see our photos linked to HEB.com.mx, leading them to find exclusive offers just for Mexico City.