Archer Troy, a renowned advertising agency based in Mexico, has collaborated with Google and the Techo Association to launch an innovative campaign called “Address the Invisible.” This project has been recognized as a finalist in the Innovation category at the Cannes Lions International Festival of Creativity.
The initiative uses Google’s geolocation technology, Plus Codes, to provide addresses to vulnerable communities in Mexico. Launched in February, this transformative project aims to bring visibility and dignity to communities that have been overlooked for a long time. By giving these communities official addresses, “Address the Invisible” allows residents to access essential services, receive mail, and call emergency services – things that were previously inaccessible to them. This initiative not only improves living conditions but also empowers families by integrating them into the formal societal framework.
Mike Arciniega, chief creative officer at Archer Troy, expressed his excitement and gratitude for being recognized at Cannes Lions and emphasized the importance of teamwork with partners Google and Techo in creating a meaningful difference in people’s lives. The success of “Address the Invisible” demonstrates the power of technology to drive social change and reflects Archer Troy’s commitment to creating campaigns with a positive social impact. This project has the potential to expand across Latin America and beyond, reaching countless families in need.
