La Moderna’s ‘Sopa de Señas’ wins Silver at Effie Latam 2024

La Moderna’s ‘Sopa de Señas,’ was awarded Silver at the Effie Latam 2024 gala held on 24 October in Cartagena de Indias, Colombia.

This transformative campaign, launched on the occasion of National Sign Language Day, turned an everyday product into a powerful educational and inclusive tool by integrating the Mexican Sign Language alphabet directly into the soup’s packaging. The initiative also included a QR code that directed consumers to an interactive world of learning with simple phrases, master classes and educational kits, promoting learning and inclusion.

The results speak for themselves:

• 2.7 million soups distributed in major supermarkets in Mexico.
• A reach of 22 million people and 91 million media impressions.
• More than 200,000 new sign language learners.

This recognition not only underscores the effectiveness and creativity of the campaign, but also our commitment to positive social impact. Sopa de Señas continues to lead with innovation and disruptive creativity.

Thank you to everyone who trusted us to deliver this project – this achievement drives us to continue creating campaigns that make a difference!

This content is translated with AI.