Santa Cruz de la Sierra, with its tropical climate ranging between 29ºC and 32ºC year-round and an average humidity level of 70%, is one of Bolivia’s hottest cities. In such a sweltering environment, having a refreshing way to cool off is essential.
The Idea:
What’s the freshest thing Santa Cruz can offer? Its shade! We took to the streets and avenues, hunting for various shapes and sizes of shadows to creatively transform them into something truly refreshing—Paletas Yucatán.
Execution:
We strategically placed stickers of popsicle sticks in different shapes and sizes on walls and floors across the city. Accompanying each was a message that reinforced the idea: enjoying our popsicles is the coolest thing you can do in town.
This innovative campaign, titled “The Most Fresh in the City,” was launched in Santa Cruz, Bolivia, in February 2024. Created by the agency 1947 for the brand Yucatán, this Ambient and Digital media campaign brilliantly connects the natural environment with the refreshing experience of enjoying a Yucatán popsicle. Submitted by Ferju Cuevas, Founder & Chief Creative Officer at 1947, this campaign not only cools you down but also turns the city’s natural shade into a delightful treat.