Archer Troy, the innovative Mexican advertising agency, in collaboration with Google and the Techo Association, is proud to announce that its groundbreaking campaign, “Address the Invisible,” has been selected as a finalist in the Innovation category at the prestigious Cannes Lions International Festival of Creativity.
“Address the Invisible,” a powerful social initiative launched in February, harnesses Google’s geolocation technology, Plus Codes, to provide addresses to vulnerable communities in Mexico. This transformative project, a result of a partnership with Techo, an organisation renowned across Latin America for constructing homes in informal settlements, aims to dignify and bring visibility to communities that have long been ignored.
By granting these communities an official address, “Address the Invisible” enables residents to access essential services, receive mail, and call emergency services— rights and conveniences that were previously out of reach. This initiative improves living conditions and empowers families by integrating them into the formal societal framework.
“Address the Invisible” not only demonstrates the potential of technology to drive social change but also embodies Archer Troy’s commitment to creating campaigns with a positive social impact. The project holds the promise to expand across Latin America and beyond, potentially reaching countless families in need.
“We are thrilled and honoured to be recognised at Cannes Lions,” said Mike Arciniega, chief creative officer at Archer Troy. “This nomination is a testament to the hard work and dedication of our team and partners at Google and Techo. We believe in the transformative power of creativity and technology to make a real difference in people’s lives.”