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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Amy Cheronis

EVP Reputation and Communications

Katie Newman

Chief Marketing Officer

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Lapiz Uses Snow to Send Messages of Warmth

‘Snow Graffiti’ heightens appeal of Mexico Tourism

Mexico Board of Tourism “Snow Graffiti,” GPC Rating: 7.2

Chicago: a city of brutal winters—even during the spring season. After an unexpected springtime snowstorm, Lapiz, part of the Leo Burnett Group, used its creative talents, a shovel and leftover snow to remind Chicagoans it was time for a visit to Mexico.

While people were suffering the snowstorm’s aftermath, the agency acted quickly. With using the aesthetic talents of local street artist NosE Lanariz, snow was used to write striking messages on walls and spaces throughout the city, promoting “Take Your Clothes Off,” “Come Melt Under The Sun” and “Beaches With Sand This White” were messages to encourage people to consider visiting the warm rays, white sand beaches and welcoming sun of Mexico.

The agency's outdoor stunt was an innovative idea with an ingenious execution. By using snow, the agency produced a sustainable and low-budget campaign that truly embodied the phrase “the medium is the message.” Lapiz and Mexico Board of Tourism's “Snow Graffiti” captured the public’s attention and elevated the appeal of an escape to Mexico’s warm welcome.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.