WeCapital "Data Tienda" from Mexico - Cannes Lions Winner

This week I’m celebrating the amazing work that won awards last week at the Cannes Lions International Festival of Creativity. Check out yesterday’s post where I featured P&G’s “The Missing Chapter” which was all about period education for young girls/women in India.

Today I am going to highlight work out of Mexico from WeCapital … where the brand worked to give women access to credit and financial services. Doing a world of good for people who need help establishing themselves in society. Check out the Cannes Lions awards submission that explains the campaign and the rationale behind it …

And here’s a bit of a write up from the Cannes Lions …

“Having picked up the Creative Data Lions Grand Prix earlier in the week, DDB Mexico’s campaign for WeCapital titled ‘Data Tienda’, has won its second Grand Prix in the Glass Lion: The Lion for Change category. The WeCapital campaign focused on reaching the 83% of Mexican women who don’t have a banking history with established corporations but instead have records with local businesses, for which they have a solid financial history. Making these records accessible, WeCapital ensured these women can get the financial loans and support they deserve from established banking businesses.”

Just like the work I featured from P&G, this is yet another example of a brand using its power and resources to help its community. Something all brands should be looking to do, especially given the world of need we are all facing right now.

What can your brand do? What’s your experience? JIM