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Aldo Quevedo from Richards/Lerma: #AvoSecrets Digital Campaign Unveils the Healthy Power in Avocados
Liz Unamo| 1 de febrero de 2017
En Instagram, al aplicar diferentes filtros, a los usuarios se les revela un mensaje chistoso
Last year was #AvosInSpace. Now Avocados from Mexico and their digital AOR Richards/Lerma, continue to innovate with a new digital approach and an intrigue campaign: #AvoSecrets Super Bowl’s eve. The campaign’s digital and social content shifts from the typical approach and looks into the details of a fictional story. “Since the middle of last year, avocados can be officially considered an important source of good fat, and that’s the approach for our 2017 program. If something that can’t be said is a secret, then the campaign is a secret, which message is that avocados are a source of healthy fat” said Aldo Quevedo, Principal Creative Director at Richards/Lerma. The digital experience is on full display at the campaign site, which is designed to have visitors take their time exploring content. “We set out to create a unique experience for visitors and avo-lovers on our site, and perusing over someone’s phone is a great way to pique anyone’s interest. The challenge was to replicate the functionality of a real smartphone, online, down to the littlest details. The finale comes during the Big Game, where you can watch exclusive content and a special version of the TV commercial through the site” added Francisco Cárdenas, Director of Digital and Social Media at the agency. The digital spot focus on a mysterious phone, filled with secrets and clues. Consumers have until next Tuesday 7th, to unlock the Avocados From Mexico’s secrets via their digital channel, and win prizes.
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