Cannes Lions is the world's biggest celebration of creativity in communications, taking place every June in the French city of Cannes.
The NVP School Bus Campaign, “Violence ends when education begins”, has been awarded two Bronze Lion Awards in the "Outdoor" and "Promo & Activation" categories.
Together with McCann advertising agency and the production company Unidad 59, our NVP Mexico team created the original campaign concept, featuring a bus transporting children and prisoners (actors) together, with the following message: “Violence ends when education begins”.
While the bus was being driven through the main avenues of Mexico City, it impacted a countless number of pedestrians and car drivers, triggering reactions of surprise, joy and even fear. Since then, it has been published on blogs, and been written about in local newspapers, with an estimated reach of 25 million people in Brazil, Columbia, Venezuela and the USA. We also became a trending topic on social media, with 451,488 retweets.
More about the campaign: