To prepare for the new school year, many people will send money back to their family. Each year a campaign was created that consisted of in-store posters, bus shelters, and a TV spot for Latin America and Caribbean. Within a larger metropolitan city, promotional posters targeting various regions could be seen within a few blocks of each other, consistency with variation was critical. As always, budgets were tight.
We wanted more than just a price poster, we wanted to focus on the customers’ positive affect when they send money for school.
A TV spot showing a child’s potential was filmed in the LAC region. A scratch track VO was recorded and each LAC region would record their own version to localize language and accents. Photoshoots were done with 5 children, dressed in 5 different costumes, these assets could be layered over 5 different backgrounds. With 25+ image variations, the regions could select the relevant image and offer and still maintain visual consistency.
