Campaign details
Brand: Mondelez International / Dentyne IceAgency: McCann Worldgroup Puerto RicoRegion: LATAM
Objectives
Puerto Rico has a favorite word to give encouragement to their sports teams. However, the same is a bad word: "puãeta". During the World Baseball Classic, the Puerto Ricans who attended the games shouted "heck" in the stadium, an action that annoyed the MLB, to such a level that it prohibited the shouting of the word.
Objective: To show the world that with good encouragement can say anything, even a bad word and more when there is a championship at...