Outdoor > Ambient

INTIMATE WORDS

LEO BURNETT MEXICO, Mexico City / PROCTER & GAMBLE / 2015

Awards:

Bronze Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image

Overview

Credits

Overview

AmbientExecutionDescription

Once we knew cervical cancer was the leading cause of death in indigineous communities, we took on the task to find a place where we could effectively create the missing words for the feminine reproductivo system.

We chose San Bartolomé Quilana, Oaxaca because there we were able to team up with sociologists, doctors, linguists and people from the village to create the missing words for women’s reproductive system in Zapoteco.

It took a whole weekend talking to this group of people to understand not only the women, but also how not having the words is truly a barrier in their lives.

After understanding their culture, we assembled sociologists, doctors, linguists and people from the village and successfully created words in their dialect that actually made sense to them and will be able to use them in their everyday lives from now on.

More Entries from Live Advertising and Events in Outdoor

24 items

Grand Prix Cannes Lions
WORLD GALLERY

Integrated Campaigns led by Outdoor

WORLD GALLERY

APPLE, TBWA\MEDIA ARTS LAB

(opens in a new tab)

More Entries from LEO BURNETT MEXICO

24 items

Grand Prix Cannes Lions
INTIMATE WORDS

OTC Products/Devices

INTIMATE WORDS

PROCTER & GAMBLE, LEO BURNETT MEXICO

(opens in a new tab)