Creative director at FCB Mexico, Jonathan Betancur, opens up on five recent projects from the country that have caught his attention
I’m a creative director from Colombia that grew up in Argentina and now lives in Mexico. I love ideas that resonate with people - the ones that become talking points at BBQs and stickers for WhatsApp - those are the ideas I'm looking for. That's why I'm so excited to share these five campaigns...
Toyota - 'Start Your Impossible'
Agency: M&C Saatchi Chilanga
A great and relevant piece for the Olympics, not only with a strong message in the right moment, but with a figure like Alexa Morena, an athlete that receives a lot of hate for his weight and body type. With this piece, Toyota takes a stand - the right stand.
Mercado Libre - 'Hey Bezos! Delivery for the Ones That Stay on Earth'
Agency: GUT México
An opportunistic idea to take on your biggest competitor, when they go to outer space we deliver here on earth. An idea out of this world.
Coca-Cola x Olympics - 'I Belong Here'
Agency: Ogilvy México x Ogilvy Colombia x Ogilvy UK
This piece belongs in this list. A strong stand on being proud of your roots, where you coming from and where you are going. A strong gold medal in my book.
Sabritas - 'The Fourth Ingredient'
Agency: Isla México
Director: Kevin Speight
Subtitles: Sabritas are made of potatoes, oil, salt and a fourth ingredient, one that is not in the back of the package but in the front, in the field. An ingredient that is planted from generation to generation and grows throughout our soil. From Los Mochis to Nuevo León, an ingredient that matters so much that it is not exported. Because that ingredient is what they contribute. Adding the right amount of commitment, dedication, and charisma to your favorite snack. A fourth ingredient that cannot be seen but is felt.
The campaign is dedicated to the farmers of Sabritas. The video talks about a fourth ingredient and is what the people contribute to the product - something that cannot be seen but is felt. There is no secret recipe for good advertising: a clear insight, good execution, a strong message and a powerful brand positioning is what you need. This piece has it all to be deliciously good, as a good potato chip.
Corona - 'Catch the Plastic'
Agency: We Believers
Subtitles: "For me, the sea means a lot because is our source of work. The sea has given me everything, end we just give it garbage. When I see plastic in the fishing net, I have a lump in my throat. Corona summons the plastic fishing championship, fill your pockets. We invited fishermen to the plastic fishing championship, we paid for the kilo of plastic as if it were fish. It is good that companies help people and if they pay you to collect plastic it is very good. We connect fishermen with recycling companies so that from now on they can sell the plastic."
The ocean gives everything to Mexican fishermen and what we, humans give in return, plastic, a lot of it. Corona and We Believers bring a twist on an ecological idea, recollecting plastic from the sea, represents money to the fishermen that collect it. Refreshing, as a good splash in a summer day.