Misrai Sierra, Luis Ortega, Montserrat Guinea Direct advertisement created by BBDO, Guatemala for Zapaterías Coban, within the category: Public Interest, NGO.

Direct advertisement created by Lowe, Guatemala for Jeep, within the category: Automotive.

Ambient advertisement created by BBDO, Guatemala for Fox, within the category: Fashion.

Ambient advertisement created by Saatchi & Saatchi, Guatemala for Pictionary, within the category: Gaming.

Film advertisement created by Rocknrolla, Guatemala for Adrenaline Rush, within the category: Non-Alcoholic Drinks.

Digital advertisement created by Ogilvy, Guatemala for Claro, within the category: Electronics, Technology.

Meat Pack is the trendiest shoe store in Guatemala, a brand known for its edgy, irreverent style and a store known for its special discounts in limited edition kicks, including brands like Adidas, Nike, Puma, and Supra. It opened its doors 3 years ago and it quickly gathered a cult following with the youth, becoming an icon within the sneakerhead subculture. They needed to launch a new promotion that lived up to their brand standards, characterised by innovation and always surprising their costumers. An innovative way to earn your discount, edgy in its own way. To promote the new discount we created Hijack, an enhancement for the official Meat Pack app used by our costumers. Using GPS tracking technology, Hijack was able to recognise our sneakerheads entering the official store of one of the brands sold at Meat Pack and triggered a special notice with a promotion that gave you the chance to earn your discount. How? The discount would start at 99% and it would decrease by a percentage with each second that went by. The countdown discount made people want to hurry towards the Meat Pack store, making the countdown stop. Those who reached the stores faster, got better discounts. Results: – More than 600 costumers were hijacked from the competitors. – All discounted merchandise was sold in record time. – Every time a discount was redeemed the persons Facebook status automatically changed informing the world about the promotion and generating a viral competitive attitude that spread like wildfire. – Pedro Rodriguez got a record breaking 89% discount Advertising Agency: 4am Saatchi & Saatchi, Guatemala Ambient advertisement created by Saatchi & Saatchi, Guatemala for Meat Pack, within the category: Retail Services.

Ambient advertisement created by BBDO, Guatemala for Santa Lucía Lottery, within the category: Gaming.

Ambient advertisement created by BBDO, Guatemala for Tortrix, within the category: Confectionery, Snacks.

Scotch Super Glue 3M is the glue with the higher quality perception in Guatemala, but also the most expensive. It had trouble convincing a 70% of their target; which earn US$500 per month, and make their decisions based on price and not quality. We had to be where that 70% were doing their shopping. Creating the only place impossible to resist to this target. A discount store. Idea: Scotch Super Glue 3m Presents: ReStore. We collected the damaged products from decoration houses that weren't able to sale. And in the most popular mall in the city we opened a store where we sell broken items at the price of a Super Glue pack. Instead of saying how good the product is, we made inevitable to put us to the test. Direct advertisement created by BBDO, Guatemala for Scotch, within the category: House, Garden.

This project helps to end with a practice known as "address discrimination". This means that many companies in the country does not employ people from a large neighborhood of the city because they consider they may have ties to the gangs that dominate the area. Ambient advertisement created by BBDO, Guatemala for Tortrix, within the category: Confectionery, Snacks.