Times and consumers have changed, we live in an era in which values such as sustainability, inclusion or diversity are weighted more than ever. Topics that are setting the standard for brands to follow and that make it necessary to have large projects and campaigns that value these trends and that generate engagement.
LLYC, the leading communication consultancy in Ibero-America, has been betting for some time now on generating great creative ideas based on data that have a clear objective of activating purpose. These are internationally multi-awarded campaigns that focus on generating conversation and drawing attention to how these brands, beyond their operations, care about key issues for society.
This is how, in a context in which caring for the environment is already part of the international agenda, LLYC advised one of the most iconic brands in the world: McDonald’s. The bell “McDonald’s Last Straw”designed by LLYC, became a real challenge, because plastic straws are, in short, one of the main enemies of the planet, a negative symbol of climate change.
It has not been easy to educate consumers, especially those whose habits are deeply rooted and for whom change is one of the most complex elements. Given this, as an original way of tackling one of the biggest problems against the environment, LLYC decided to put the last plastic straw in Spain up for auction and turn it into a collector’s item.
The end result, in addition to achieving the goal of presenting McDonald’s sustainability plans, was to turn an object with a negative connotation for the planet into a viral event. The last straw in Spain reached a record final bid for such an everyday object and the amount was used entirely in the Ronald McDonald’s Foundation
A similar case to highlight is the one that the agency also developed with the BBK Foundation through the campaign “Bihar: Choosing Tomorrow”with which it was revealed how, based on our lifestyle and the decisions we make, we are tracing the route of the future, which is far from being friendly to the environment.
Today, on the consumer side and more specifically on the new generations, the search for a less polluting future and more eco friendly It is one of the most important trends, especially after the arrival of Covid-19. Climate change and the future of the planet are a constant concern in society, especially in young people, who see a “terrifying” outlook for the coming years.
In this context, LLYC set out to call attention to itself by creating and installing a living sculpture that represented the head of a girl in the Bilbao Estuary, which was designed to appear and disappear according to the rise and fall of the tides. The sculpture also presented a short film made with futuristic images and data analysis on different scenarios of a dystopian future that are not science fiction, but realities with high potential.
“With Bihar we seek to put a face to climate anxiety and for generations that might not have it so present to realize to what extent every decision we make today is choosing a model for tomorrow for everyone,” said David González Natal, partner General Director of the North Region at LLYC and responsible for this project.
The final result of Bihar, the living structure that was created together with the Mexican hyperrealist artist Rubén Orozco, also the author of “Unseen loneliness”another of LLYC’s most awarded campaigns at an international level, was a major media projection, touring the world and making headlines in both the main national and international media.
An issue of great relevance to society is the inclusion and elimination of gender gaps, which the COVID-19 pandemic underlined, so together with 3M, LLYC undertook the task of restoring and recover spaces of public interest to raise awareness in society about the value of Latin women and their contributions to science.
To achieve this, 3M took advantage of the main findings of the “State of the Science Index” (SOSI) 2021 and spread them creatively through an artistic movement with local muralists who intervened public spaces in different cities in Latin America. .
The artists designed their proposals based on the results of the study, with the inclusion of girls and women in science being the most important achievement. In addition to inaugurating the murals through presentation events with local press and influencers to generate conversation on social networks, the microsite was launched Science Is Hope to amplify the message about the important contributions that many Latin American women make daily to science.
Likewise, the documentary was launched and broadcast at the most important Latin American Film Festivals. “Not the Science Type”directed by the Colombian Julio Palacio, with the aim of showing the stereotypes and gaps that exist around the study of the areas of science, technology, engineering and mathematics (STEM for its acronym in English), which portrays the story of four scientists , who, as they rose to prominence in fields such as microbiology and nuclear engineering, challenged stereotypes and discrimination based on gender, race, and age.
“When a campaign is born from a powerful idea with a clear social purpose and grows with the support of data and a very talented team, we manage to win the trust of the client and, above all, meet their expectations. Precisely these three examples contain these elements and that is why they have been truly successful and innovative cases”, concludes Mauricio Carrandi, general director of LLYC for Mexico.
