The first radio spot you can read
Well, let’s get this right from the beginning. It’s not the absolute first radio spot you can read. This campaign from Brazil already won a Gold Lion in Cannes last year. However this campaign from Mexico is so smart in terms of connection between media and concept that I really don’t care if it’s not a media first as they claim.
As explained in the video case study, a lot of people in Mexico City spend up to 2h a day stuck in traffic (!!), so they have plenty of time to do other stuff like, for example, reading . On the side, the Gandhi Bookstore has always campaigned to make people read more. Perfect combination to do something new to connect with bored audience willing to pay attention to anything new.
The agency is Ogilvy Mexico.