“Sopa de Señas” is recognized with a silver trophy at the 2023 Effie Awards Mexico gala

The BESO by LLYC team has been awarded a silver trophy at the 2023 gala of the Effie Awards Mexico, for the “Sopa de Señas” campaign for La Moderna. The metal awarded was in the category ‘Positive impact: diversity, equality and inclusion’.

For Ignacio Marquez, Creative Grouper of BESO by LLYC: “The Effie is the perfect end to a great year, because it is also the most important recognition for having this unique mix between the value of ideas and business results”.

Celebrated since 1968, the Effie Awards Mexico recognize the effectiveness and creativity of the main campaigns in the country. Being recognized by this contest highlights the firm’s commitment to innovative creativity and results for our clients.

About the “Sopa de Señas” campaign.

The “Sopa de Señas” campaign was created to raise awareness among the Mexican population about the more than 2.4 million people who suffer from some type of hearing impairment.

Through an educational experience, La Moderna, together with BESO by LLYC, reinvented a traditional Mexican dish: Sopa de Letras. Where, anyone can develop knowledge about the type of language and also invites to reflect on the importance of the cause.

The campaign also incites everyone to reflect on the importance of knowing and being aware of certain basic words to be a more inclusive country where it is easier to communicate with each other.