McCann Worldgroup Latin America Presents Its Cannes Lions Contenders

Shortly before the 71st edition of the Cannes Lions International Festival of Creativity, McCann Latin America shares its campaigns registered in the most awaited event by the marketing and advertising industry.

These works reflect the corporation's mission to build more meaningful brand platforms to drive growth and lasting impact on both brands and culture.

The cases of Latam agencies this year's festival include challenging insights, creative solutions, opportunities in adverse times, innovation and technology tools achieving significant results for clients and society.

Below, McCann share some of the creative product cases of agencies from Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, and the Dominican Republic that are competing in this next version of the festival.

Mercado McCann: 'Hotel La Argentina' - TyC Sports

Mercado Mccann connects this campaign with humour, an emotional storytelling with a lot of soccer celebrating the first anniversary of Argentina's World Cup victory. On that special occasion all brands prepared something to say and TyC Sports, being the most popular and beloved sports channel in Argentina, had something very special to share.

McCann Lima: 'The Gift Card of Life' - Tottus Supermercado

McCann Lima together with Tottus present 'The Gift Card of Life', the first mammography Gift Card that can be purchased at the supermarket like any other product on the supermarket shelf. This creative and simple innovation has made accessible what was previously unattainable for many Peruvian women: the possibility of accessing an appointment for a preventive check-up by simply scanning a code from their cell phone.

McCann Colombia: What happened at the party of Banco of Bogotá?

This is the story of how we turned a corporate reputation crisis into a platform to reconnect with generation Z, transforming Banco de Bogotá, the oldest bank in Colombia, into a partner of good and fun moments to share. 

MRM Brasil: 'Throwback Deals'- Samsung

How could you make up for not so good performance during Black Friday week in a quick and easy way? MRM Brazil found that 85% of online shoppers abandon their shopping carts. So, we took advantage of this consumer behaviour and offered them discounts and old prices, but on the latest product models, communicating them in a "particular way" that was thought to be somewhat old-fashioned.

McCann Santiago: 'Suburban Paparadzzi' - Chevrolet

Looking for the new Suburban 2024 campaign, we realised that the paparazzi had already done it for us. Commonwealth / McCann Santiago and Chevrolet took advantage of the thousands of photos on the internet of the world's most important celebrities next to their iconic SUV and turned all this valuable material into pieces for their launch campaign.

McCann San José Costa Rica: 'The Billboard you shouldn´t read but you can' - Gollo Motors

Billboards are usually simple and brief, with large text, few words and messages that can be read in a few seconds. But what happens when you live in Costa Rica, the second country with more traffic in Latin America? McCann San José created a billboard circuit for its client Gollo Motors that had a particular and timely feature that caught the attention of drivers and planted a debate in the community.

McCann Santo Domingo Republica Dominicana: 'Sticking to Mom' - Anya Damirón

How do you connect families without the need for high technology and high costs, and still create memorable moments? McCann Santo Domingo achieved this with an emotional idea that unites families through reading by means of technology. The campaign, inspired by real stories of mothers who work remotely, showed how it is possible to be close even when far away and the importance of the connection between parents and children.

Weber Shandwick /McCann México: 'Picalenguas' - Animal Politico

Animal Político, faithful defender of truth and transparency in terms of information and education for society, presents 'Picalenguas', a super-hot sauce that becomes a powerful tool to verify news and denounce corruption. Weber Shandwick and McCann Worldgroup Mexico together with the best salsa masters devised the product and its QR code as a platform inspired by local culture and tradition for the verification of data verification in the news disseminated in the country.

McCann Ecuador: 'Disastrous Washes' – Ciclón.

A graphic idea with a beautiful craft and a storytelling about the epic that thousands of clothes go through every day in the washing machines. We gave life to scenes that simulate a storm, a shipwreck, and a war. Using garments, bed linen and kitchen towels, we created boats to recreate how disastrous every wash without fabric softener can be.

MRM Santiago: 'Data Pump' - NotMayo/NotCo.

We transformed a simple product test into the largest mayonnaise study ever conducted, and we did it in Chile, a country where people put mayonnaise on absolutely everything. The results were shared in Not Mayo’s launch campaign with 100% real images of Chileans enjoying the new product with their favourite foods, and as a garnish they experienced new ways to enjoy mayonnaise. User-generated content, without them knowing they were generating it.

WMcCann Brasil: 'The Salvation Hanger' - Salvation Army

This campaign was developed with the objective of increasing clothing donations to the Salvation Army in a different context than usual: in São Paulo, Brazil's largest shopping mall, where hotel rooms were chosen near these malls to place the clothes racks, impacting people and travelers just when packing excessive clothing becomes a problem.