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Change the bitter for the sweet

Agency: Ogilvy


Mike´s and Ogilvy Perú launched the campaign "Change the bitter for the sweet" to inspire young people to see life from a positive angle. As part of this campaign, Ogilvy Perú designed “Los Graffitis + Dulces" (The sweetest graffitis) an initiative that managed to transform vandalism into urban art thanks to renowned local graffiti artists such as Cake, Fiasco and Ilustronauta.
"At Ogilvy we always seek to develop innovative actions that have relevant content that allows us to connect Mike's with young people, the main consumers. In this case, we wanted to reinforce the sweetness of the product and generate an impact on the streets. The power of transforming vandalism into happy graffiti shows the capacity we have to give a positive vision to the things that surround us ", indicated Yasu Arakaki Chief Creative Officer of Ogilvy Perú.

This NSFW professional campaign titled 'Change the bitter for the sweet' was published in Peru in November, 2021. It was created for the brand: Mikes, by ad agency: Ogilvy. This Outdoor medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 9 months ago by Chief Communications Officer: Marina Piacentini of Ogilvy.


Advertising Agency: OGILVY LATINA, Argentina


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