This entry is not about a campaign. It´s about a new collaborative and creative process originated by Mondelez International. This is not a workshop, or a forced marriage of holding company talent, but a collaborative melting pot that has brought together in the same place dozens of creative companies, agencies, startups, consumers.

It’s a process that erases titles and seniority, boundaries between clients and creatives, students and veterans, and gives everyone access to forming creative ideas. It’s a process that looks for innovation on its own terms, in both large and small ideas, and stops innovative ideas from dilution.

This isn’t rocket science, but a revolutionary approach for a massive company used to doing things in a certain way. In each garage session during two weeks, we fill the group with stimuli from our external agitators (world leaders in innovation and advertising as Linus Karlsson, Paul Lavoie), and brief them on a brand challenge. After refinement, rephrasing the challenge, and input from people in the target market, the ideas that remain are brought to life.

The Fly garage was launched officially in Cannes Lions Festival 2012.

Dana Anderson (Mondelez International) in a Cannes lions forum, presented the fly garage as one of the Five Sneaky Ways to Get Great Work. María Mujica was there and introduced the concept and invited everyone to visit flygarage.net and be part of the fly garage community.

Then it was featured in different type of media (Advertising Age, Fast company, Adlatina, etc).

In less than a year:

- 6 garage sessions in Buenos Aires

- 4 ideas produced and unveiled in 5 different countries

- 10 ideas into production for 2013 and 2014

- Two new global pop-up Garages planned in Silicon Valley and Asia for 2013.

- Over 115 people from over 40 companies were part so far, including 40 Mondelez International marketers.

In just one idea brought to market, a music festival that met the shuffle behavior so popular among young listeners:

- 10.000 attendees, 250.000 on the livestream

- Sales volume increased 22%. The brand gained 3.4 share points, and 10 bonding points.

- The Beldent brand also became #2 Top of Mind in brands related to music festivals.