Puerto Rico Defrosts Chicago
Compañía de Turismo de Puerto Rico
Issue 39 | June 2016
Agency
J. Walter Thompson Puerto Rico
Creative Team
Chief Creative Officer: Jaime Rosado General Creative Director: Rafael Sepúlveda Copywriter: Andrea Vega Art Director: Diana Hernández Digital Art Director: Alexis Díaz Editor: Mizael Morales Sound Engineer: Carlos Dávila Account Director: Mariam Zemuri Digital Account Executive: Tomás Núñez Account Executive: Jean García Print Production Director: Maleny Rosario Videographer: Alejandro Pedroza (Worldjunkies)
Date
January 2016
Background
Winter temperatures in the United States can drop to -30 ° F, while in Puerto Rico it is 85 ° F all year long.
Idea
To sell the 85 ° F weather and tropical enchantment, one of their natural resources was used to communicate it: their sea salt. Salt defrosts snow, so salt from one of their beautiful beaches was taken and samples were handed to freezing Chicagoans so they could defrost their porches and sidewalks. The van used to hand out the samples was wrapped with a picture of the gorgeous beach where the salt came from, turning it into a mobile outdoor ad showing that Puerto Rico literally makes winter melt away. And now, the next step will be the launch of an online store where ice-melting products will be sold using the salt from their seas.