THE GREATEST GUIDE TO JOCHOS AND HAMBURGUESAS

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AWARDS:

Cannes Lions 2023 "SILVER LION" | DESIGN

Cannes Lions 2023 "SHORTLISTED" | CREATIVE COMMERCE

Gerety Awards 2023 "SHORTLISTED" | BUSINESS-TO-BUSINESS - EMERGING COMMERCE

Gerety Awards 2023 "SHORTLISTED" | INNOVATION CUT - EMERGING COMMERCE

London International Awards 2023 "BRONZE" | BUSINESS-TO-BUSINESS, DIGITAL TRANSFORMATION

El Ojo De Iberoamerica 2023. "BRONZE" Effectiveness, Brand Strategy.

New York festival advertising awards 2023. "SHORTLISTED" | Data, Advertising marketing Effectiveness

New York festival advertising awards 2023. "SHORTLISTED" | Business to Business, Advertising Marketing Effectiveness: Product & Services.

New York festival advertising awards 2023. "SHORTLISTED" | Artificial Intelligence, Advertising Marketing Effectiveness: Best Use.

The Gerety Awards 2023. "SHORTLISTED" | Bussiness To Bussines Innovation cut.

IAB 2023 "SHORTLISTED" | Data Storytelling.

IAB 2023 "SHORTLISTED" | 2023, Respuesta Directa

Circulo Creativo 2023. "SHORTLISTED"

DESCRIPTION

For 75 years, Bimbo, the world’s largest bakery company, has provided the buns for Mexico’s thousands of indie food vendors who are innovating hamburgers and hotdogs with unique recipes featuring unusual ingredients like octopus and grasshoppers. With “The Greatest Guide,” the brand helped more than 8,400 small business entrepreneurs stand out against the sea of fast-food giants through mapping tech and a first-of-its-kind suite of AI-driven branding tools. The creative process included an extensive collection of data from the vendors, which was then applied to mapping and generative AI signs that reflected the creativity of the food as well as the rich traditional visual heritage of Mexican street signs.

The campaign yielded more than 42,000 unique, generative signs and participating locations saw a 23% increase in sales. It also gave foodies and tourists 8,000+ more reasons to visit Mexico.