Archer Troy, a prominent advertising agency based in Mexico, has made a significant impact by achieving recognition as a finalist in the Innovation category at the esteemed Cannes Lions International Festival of Creativity. Their groundbreaking campaign, “Address the Invisible,” developed in collaboration with Google and the Techo Association, has been acknowledged for its innovative and impactful approach to addressing the needs of vulnerable communities in Mexico.
Launched in February, the campaign makes use of Google’s geolocation technology, Plus Codes, to allocate addresses to overlooked communities in Mexico. Through partnering with Techo, an organization known for constructing homes in informal settlements across Latin America, the initiative aims to bring visibility and dignity to these communities. The provision of official addresses enables residents to access vital services, receive mail, and call for emergency assistance, rights and conveniences that were previously inaccessible to them.
“Address the Invisible” not only highlights the potential of technology to drive social change but also reflects Archer Troy’s dedication to creating campaigns with a meaningful social impact. The project has the potential to extend its reach beyond Mexico, potentially benefiting numerous families in need across Latin America and beyond.
Mike Arciniega, the chief creative officer at Archer Troy, expressed his excitement and gratitude at being recognized at Cannes Lions: “We are thrilled and honored to be recognized at Cannes Lions. This nomination is a testament to the hard work and dedication of our team and partners at Google and Techo. We believe in the transformative power of creativity and technology to make a real difference in people’s lives.”
This recognition at Cannes Lions serves as not only a testament to the creative capabilities of Archer Troy and their partners but also as a platform to demonstrate the potential of advertising and technology to drive positive social change. The impact of “Address the Invisible” in uplifting vulnerable communities in Mexico is a powerful illustration of the potential of collaboration and innovation to address societal challenges.
The innovative nature of “Address the Invisible” aligns with the ethos of Cannes Lions, which celebrates and recognizes excellence in creativity and innovation across various industries. The campaign’s recognition in the Innovation category underscores the potential for advertising and technology to be harnessed to address pressing social issues and bring about meaningful change.
In conclusion, Archer Troy’s “Address the Invisible” campaign stands as a testament to the potential for creativity and technology to drive social change and make a meaningful impact on the lives of vulnerable communities. Its recognition at Cannes Lions further underscores the transformative power of collaboration and innovation in addressing pressing societal challenges.