Creative Director + Art Director + Concept & Strategy + UX/UI Design + Original Art
Brief: Increasing brand awareness among a new generation of consumers, while developing engagement through a 360 degree campaign that combined digital, traditional, and alternative media.
Solution: A mass media campaign that provided a stage for people to show their creativity while experiencing their potential to make things that amaze.
All over Mexico people were presented with an invitation to create Alebrijes - creatures inspired by Mexican folklore - through digital interfaces that happened as street installations, mobile applications, social media and web. Creature creators could keep or share their "alebrije", with the shared ones becoming entries in a contest at the end of the first stage of the campaign. The contest was a celebration of creativity with the 3 most popular creature creators, being selected through popular vote to travel around the world. An exicitng prize that encouraged them to keep exploring and developing their creative culture.
The Digital part of the campaign was complemented by traditional media (TV, Outdoors communication, celebrity supported PR , etc) and a nationwide invitation for up on-the-rise and established artists to create large real life Alebrije creatures. The second stage of the campaign culminated in the large real life Alebrijes parading through the city for everyone to enjoy.
Scribe reported a significant increase in share revenue, with the brand expanding their presence, and the strategy into South America.
Creativity and culture combined through technology showed people how everyone has the power to make something special.
* Installation spaces designed by Sam Flores.
App test: http://goo.gl/LC1Mol