Interpublic's McCann Lima and Coca-Cola took home a Grand Prix in the media category for the "Happy ID" campaign, which used the Peruvian government as its primary outlet.
Havas Lima was the media agency supporting the effort.
What it is: The "Happy ID" project aimed to make Peru a happier nation by encouraging people to smile in their photo IDs. Coke-branded photo booths were set up in 30 spots across the country, including next to the RENIEC (National Identity Registry), that were activated only when the person smiled.
The project was created in response to research that showed Peru at the bottom of worldwide happiness charts, despite its economy growing. The campaign was supported by a website, out-of-home activity, TV and radio sponsorships, press and TV, while local celebrities were hired as campaign ambassadors. Coke also collected a database of its "Happy ID" holders and sent them special offers in conjunction with partner brands.
Why it won: "It was a brilliant idea with brilliant use of media and what media is today, which is everything," said Matt Seiler, media jury president and CEO of IPG Mediabrands. "It was not a digital idea, an ambient idea and not an out-of-home idea. It was all of the above. It also used a very unusual channel [the government]."
The effort inspired smiles in 90% of the IDs made by the government during the campaign.