‘Sopa de Señas’ wins Silver at the Effie Latam 2024 Awards

LLYC has won a Silver award at the Effie Latam 2024 gala for the ‘Sopa de Señas’ campaign developed by LLYC for La Moderna. The award was presented in the “New Brand, Product, or Service Launch” category during the ceremony held in Cartagena de Indias, Colombia.

Since 1968, the Effie Latam awards have recognized the effectiveness and creativity of major campaigns developed in the region. Being recognized in this competition highlights LLYC’s commitment to innovative creativity that delivers results for our clients.

This recognition not only emphasizes the effectiveness and creativity of the campaign but also our commitment to positive social impact. ‘Sopa de Señas’ demonstrates that disruptive innovation and creativity are the best ways to lead change.

‘Sopa de Señas’ is one of LLYC’s most awarded campaigns in recent times. It has earned accolades at prestigious events such as the Clio Awards, The One Show, Gerety Awards, Círculo de Oro, and Effie Mexico.

About the campaign

The ‘Sopa de Señas’ campaign was carried out to raise awareness among the Mexican population about the challenges faced by those with some form of hearing impairment.

Launched on the occasion of National Sign Language Day, this campaign transformed an everyday product into a powerful educational and inclusive tool by integrating the Mexican Sign Language alphabet directly into the soup packaging. The initiative also included a QR code that directed consumers to an interactive learning world 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 content is translated with AI.