Archer Troy, an innovative Mexican advertising agency, is pleased to announce that their groundbreaking campaign, “Address the Invisible,” has been selected as a finalist in the Innovation category at the prestigious Cannes Lions International Festival of Creativity. This campaign, launched in collaboration with Google and the Techo Association, aims to provide addresses to vulnerable communities in Mexico using Google’s geolocation technology, Plus Codes.
“Address the Invisible” is a powerful social initiative that seeks to bring visibility and dignity to communities that have been long ignored. By granting official addresses to these communities, 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.
The project not only showcases the potential of technology to drive social change but also exemplifies Archer Troy’s commitment to creating campaigns with a positive social impact. 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” stands as a shining example of how creativity and technology can make a real difference in people’s lives, proving that innovation has the power to transform communities and bring about positive change.