Mexico-US border is a place where hope is very much needed these days. That’s why Nescafé decided to give Mexicans the gift of seeing things in a new light.

We placed a billboard in the path of the sunrise, and created a hole in the shape of an eye. Everyday, when the sun would rise, the light would shine through the eye. The illusion was a glowing eye infused with the brightness of the sun, to inspire hope in all of Mexicans living on the border.

More than 20,000 people saw our billboard. Nescafé is still the leading brand in its category and increased its sales by 10%.