Cannes Lions

Signs From Beyond

COMMONWEALTH McCANN, Mexico City / GENERAL MOTORS / 2022

Awards:

5 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Background

The lack of traffic signaling in Mexico City provokes accidents and deaths.

Chevrolet wanted to generate awareness and draw attention to this issue.

Idea

Crafting a "Day of the Dead" altar is an act of love, of remembrance, a traffic sign is the opposite of that. To combine them so that those who left us could deliver one last message, is something that has never been done before.

Strategy

Using our first and second party data, we located the areas with the most frequent road accidents in the city and zoomed into the zones with the most crashed related casualties. The next step was placing our signs in front of everybody.

Execution

We designed and built 18 different signs. Placed them in over 36 locations for 7 days. Each sign was inspired by the Day of the Day millenary altars. Using the same technique and colors.We used our first and second party data to find the zone with the most accidents. The next thing we did, was to place our sings on that perimeter.

Outcome

Top 1 advertising content of the year 2021

Positive conversation: 93%

Brand recall: 85%

No casualties during the activation in the area.

+2 M people warned

0 casualties during the activation

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