‘Sol City’ is an integrated campaign consisting of street posters, magazine ads, a viral film and website.The heart of the campaign is the online ‘Sol City,’ where we created an entire city populated by hundreds of tiny Mexican joke characters. Users could create their own Mexicans, explore the city, vote for their favourite characters, and send them on to their friends.We also brought ‘Sol City’ to life in the real world with a series of magazine ads, street posters and a viral film, all directing viewers to the online city.

The campaign launched with outdoor posters and magazine ads showing a bird’s-eye view of Sol City in action. (For street posters, the three individual posters were placed side by side where possible to create a giant map of the city.) The print campaign featured the solcity.com.mx web address to drive traffic to the website, which launched simultaneously. The viral film was hosted on the website, and visitors could download the film and send it on to their friends.