News Winners Excel Statues/Logos Purchase Awards
Winners & Finalists From:

Global Media Network of the Year:
Carat

Gold
Creativity In Media
Use of Events and Stunts


Purchase Statues


Previous Entry Next Entry

Back to Results
Entrant: LePub Mexico City, Mexico City
Brand: Tecate Light
Title: "Gulf of Mexico (Bar)"
Corporate Name of Client: Heineken Group
Client Company: Heineken Group, Mexico City
Client CEO: Guillaume Duverdier
Client Global Chief Marketing Officer: Marta García
Chief Marketing Officer: Esteban Velasco
Client Head of Global Brand Marketing: Bram Westenbrink
Client Head of Brand Marketing: Dolf van den Brink
Client Brand Executive: Abraham Zavala
Client Brand Managers: Nicolás Alvarez/Karen Dávila/Adrián González/Mireya Vela
Client Consumer & Marketing Insights Director: Renne Villegas Bertran
Client Media Director: Pablo Alfredo Rada
Media Company: Carat, Mexico City
PR Company: Serna Group, Mexico City
Agency: LePub Mexico City, Mexico City
Agency CEO: Bruno Bertelli
Agency President: Juan Carlos Tapia
Agency Creative Chairman: Paola Escalante
Agency Global Chief Creative Officer: Cristiana Bocassinni
Agency Chief Creative Officers: Mihnea Gheorghiu/Ricardo Avilés/Aldo Ramírez
Agency Creative Director - Copy: Juan Pablo Balcazar
Agency Creative Director - Art: Marco García
Agency Associate Creative Director - Copy: Pedro Pablo Bergelund
Agency Associate Creative Director - Art: Nestor Franco
Agency Senior Copywriter: Ayax Mondragon
Agency Senior Art Director: Elizabeth Cruz
Agency Executive Producer: Lizeth Torres
Agency Editor: Juan Carbajal
Agency Project Managers: Nataly Gañan/Abigail Cienega/Brenda Rivas
Agency Technical Creative Director: Andrey Tyukavkin
Agency Strategy Director: Carlos Correa
Agency Planning Directors: Carlos León/Fernanda Estrada
Digital Company: Monks, Mexico City
Production Company: Landia, Mexico City

Cultural Context:
Tecate, a local Mexican beer, has always been there for Mexicans—inspiring them with character and wit to enjoy life.

The Problem:
So when the U.S. President proposed renaming the “Gulf of Mexico” to “Gulf of America”, and Google Maps went along with it, upsetting millions of Mexicans, we knew we had to do something, something only a brave brand like us could do.

It wasn’t just a name change, it felt like a cultural erasure. Millions of Mexicans saw a part of their national identity disappear with a single update. While others hesitated, Tecate couldn’t stay quiet. This wasn’t just about a map, it was about pride, history, and who we are.

The Solution:
When the historic Gulf of Mexico was changed to the Gulf of America, an initiative driven by Trump and the US government that directly affected the pride and identity of Mexicans, no one else did anything.

But Tecate, the beer that inspires bravery in Mexicans, made a bold statement in the most ingenious way: by setting up a floating bar called “Gulf of Mexico, right in the middle of the Gulf, so it’s true name always appears on any maps app.

Google removed it many times. So we pinned it again, and again, and again. For every time they took it down, we put it back up. And now we have one in the open sea of the Gulf.

This digital hack became a real-world experience, ensuring that the true name of the Gulf would always appear first in searches, and reminding the world that some names can’t be erased.

Link IG Profile: https://www.instagram.com/bargolfodemexico/ Link Google Maps PIN: https://maps.app.goo.gl/yhkU95c1hSiaQF3Z8

The Results:
+93M Impressions. 155M Earned Media. 99.7% Positive Sentiment. +333M Organic Reach. 38.5M Mexicans in the U.S. will see the true name of the Gulf.