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Mexico: Melting Neon

Winter can be a bummer no matter where you live, but for Germans, the biggest complaint is the lack of sunlight during those frigid months. So to remind Germans of the long sunny days they were missing out on in Mexico, Mexico Tourism created the first “melting” neon sign with the message “Sun Open Till 8 pm." Chicago agency LAPIZ used creative innovation (and a whole lot of ice) to show the 18,000 international attendees at ITB, the world’s leading travel trade show, that Mexican warmth can melt away the German winter.


Advertiser: Mexico

Creative Agency

Creative Agency: LAPIZ

Account Management: Ernesto Adduci, Daniela Barcelo, Pablo Sabouret, Maria Bonet

Strategy: Felipe Cabrera, Isabella Villalobos

Producers: Aldo Gagliardi, Juale Chavez, Julie Ptasinski

Production Company

Production Designer: Espada y Santa Cruz (Madrid)


Licensing : SoStereo

Song: 7th Sea by Cordelia and the Buffalo

Category: Luggage, Travel