Cannes Lions

The Wall

LEO BURNETT MÉXICO, Mexico City / CORONA / 2017

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Case Film
Film
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Overview

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Credits

Overview

Description

The idea lives and is supported by an ad which stars Diego Luna — a world renowned Mexican actor — who states

"All of us are angry at the wall that mad man wants to build." Luna walks over a large wall, he jumps between and climbs up different buildings throughout Mexico City, always following the path of a monumental wall. The actor commentates throughout, saying: "Focus on yourself and fight for what you want ... These clichés don't define us." In the film, we see many other young Mexicans chasing their dreams and breaking their own frontiers while Luna keeps narrating the inspirational message. In the end, he commands a wrecking ball and demolishes the wall. 

Execution

The execution lived during two periods of time, starting a few days before the elections from Nov 9, 2016 to Dec 25, 2016. The second period was from Jan 18 to Jan 27, 2017. The implementation was horizontal in all media Cinema, Tv and Digital. All of the executions lived over 7 weeks each. The digital implementations were placed on Corona's social media, where added new content was building up the narrative. The idea was a nationwide effort, the message was addressed to all Mexicans and to achieve that and change the conversation, the campaign ran for over 8 weeks all over the country. 

Outcome

The campaign changed the conversation from Trump's Wall towards the mental walls inside Mexicans' minds. The message became an inspiration to stop relying on clichés and follow Luna's advice: “Enough of playing the victim. Nothing will be solved that way. Grab life by the horns.” 

The ad was seen 52 M times in social networks with over 175 M impacts in media. The football activation was seen and covered all over the world by sports media. The campaign was covered by renowned international outlets with praising comments towards the message. The best result was the change in the conversation from Trump's Wall into the walls that live inside our mind.

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