Maxus Global London, United Kingdom Media Buying/Planning

Maxus Global Case Studies

TitleThat's Pinche!
Campaign That's Pinche!
Advertiser Xavier Gonzalez Zirion
Brand Xavier Gonzalez Zirion
Date of First Broadcast/Publication
Business Sector Government & Other Authorities
Tagline Well, somebody had to say it!

When ordinary citizen Xavier Gonzalez Zirion tried to get selected for the Mexico City elections, the government told media owners not to accept his advertising. Residents were frustrated about the city's chronic deterioration, so Maxus asked people to photograph things in their city that were 'pinche' (an incredibly rude word in Mexico), and then upload them for discussion via social media as part of Xavier's campaign. The media were so impressed at the results, that they ignored the ban and took on Xavier's message. He now represents Mexico's biggest party, PRI, in the city's election.

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Media Type Case Study
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