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18th Zone Embassy

Award: Wood Pencil

Wood Pencil / White Pencil - Creativity for Good / Advertising & Marketing Communications - Brand / 2015

Located in Guatemala, Zone 18 is one of the most dangerous and discriminated against areas in Latin America. Many companies refuse to employ residents of Zone 18 because of their perceived ties to criminal gangs. Tortrix, Guatemala's most popular snack brand, wanted to help. So, together with BBDO Guatemala, they created a place that could represent the 800,000 inhabitants of Zone 18: an embassy. BBDO equipped a property like a real embassy and appointed an influential ambassador. Companies were invited to enrol in the project and post job opportunities via the embassy website. Candidates could then upload their details and apply for jobs free from prejudice. In just one month, over 3,000 interviews and 800 hires took place, with the campaign earning over 20 million impressions.

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