Mexican advertising agency, Archer Troy, is proud to announce that their groundbreaking campaign, “Address the Invisible,” has been recognized as a finalist in the Innovation category at the esteemed Cannes Lions International Festival of Creativity. This initiative, launched in collaboration with Google and the Techo Association, aims to grant official addresses to vulnerable communities in Mexico using Google’s geolocation technology, Plus Codes.
The “Address the Invisible” campaign is a powerful social initiative that seeks to bring visibility and dignity to communities that have long been overlooked. By providing these communities with official addresses, residents are able to access essential services, receive mail, and call emergency services – rights and conveniences that were previously out of reach. This initiative not only improves living conditions but also integrates families into the formal societal framework, empowering them in the process.
Archer Troy’s commitment to creating campaigns with a positive social impact is showcased through this project. The initiative has the potential to expand across Latin America and beyond, impacting countless families in need. Mike Arciniega, the chief creative officer at Archer Troy, expressed his gratitude for the recognition at Cannes Lions, stating that the nomination is a testament to the hard work and dedication of the team and partners involved.
In conclusion, “Address the Invisible” serves as a shining example of how creativity and technology can make a real difference in people’s lives. It demonstrates that innovation has the power to transform communities and bring about positive change.
