The client urged the agency to come up with a unique and very differentiated campaign idea to increase visits. So we took advantage of the low temperatures and the unexpected snowstorms during Chicago’s spring to remind the freezing masses they can escape to warm Mexico.

The agency collaborated with NosE lanariz, an international street artist and typographer, to create never-before-seen snow billboards in the streets of Chicago. To do so, we looked for perfect surfaces that would allow our messages to stick and be easily visible. Each of the headlines were previously designed by the artist and then handcrafted with only fresh snow on the brick walls. The line on the rooftop was meticulously hand carved with a shovel.

“Artists Cleverly Use Snow To Create Fun Messages On Walls, Roofs Of Buildings” DesignTAXI

“Coolest OOH ads ever” The Stable

“Cool messages of warmth” Adweek

“Snow Messages Around Chicago Remind People It’s Always Sunny in Mexico” Latin Times

Besides the hundreds of pictures that were taken during the process by pedestrians passing by, the outcome was relayed in more than 29 countries by specialized art and design sites, online news, advertising industry magazines, and tourism publications from around the world. The impact on the brand was consistently positive.

The making-of video had more than 1 million views in only 15 days and generated 20K+ social media interactions. Furthermore, social media-driven traffic to the web increased by 30% and traffic to the client’s social channels increased by 100% following the launch. Also, information requests for trips to Mexico increased 200% vs. daily average.

The Mexico Tourism Board is in charge of promoting the country as a tourist destination. For its unique culture and landscapes, proximity and warm temperatures, Mexico has become the #1 holiday destination among North Americans. However, Caribbean islands and other Latin American countries are becoming more popular for our target.