BESO by LLYC cracks Mexico’s TOP 10 Creative Agencies for “Sopa de Señas” (Sign Language Soup)

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The Sopa de Señas (Sign Language Soup) campaign by our colleagues at BESO by LLYC, in collaboration with La Moderna, earned two Golds, three Silvers and one Bronze at the Círculo de Oro Awards, a major creativity awards event for Mexico and Latin America.

In addition, the 6 awards garnered in this contest have served to propel BESO by LLYC into the TOP 10 best creative agencies, reaffirming the firm’s positioning in the region and its commitment to implement creativity as a transforming and transversal axis in all projects.

This campaign, conceived to raise awareness of the more than 2.4 million people in Mexico who are hearing impaired, was launched as part of Mexican Sign Language Day.

This educational experience reinvents a traditional Mexican dish: Alphabet Soup. The Sign Language Soup Translator is thus presented as an interface so that anyone can learn about this language. The campaign is also a wake-up call to reflect on the importance of knowing, at least, certain basic words in order to be a more inclusive country where it is easier to communicate and get to know each other.

In the words of Ignacio Márquez, Creative Grouper at BESO by LLYC, “We like innovating and doing different things that generate a positive impact. Alphabet soup, or ‘sopita de letras’, is a dish deeply rooted in Mexican families. Not only is it tasty and healthy for children, but it is also an educational meal with which families can learn to communicate in a simple way through sign language.”