- Mauricio Alarcón is a creative director and writer based in New York City.
1. Payless Fools Influencers
We took over a former Armani store and stock it with $19.99 pumps and $39.99 boots. Then we invited groups of influencers to the grand opening of “Palessi” and asked their opinions on the “designer” wares.
Party goers, having no idea they were looking at discount staples from the mall scene, said they’d pay hundreds of dollars for the stylish shoes, praising the look, materials and workmanship. Top offer: $640, which translates to an 1,800 percent markup, and Palessi sold about $3,000 worth of product in the first few hours of the stunt.
Palessi became the #1 story of 2018, with more than 8 billion of earned media.
Ocean52 is a sparkling water with minerals from the deep ocean that invests a whopping 52% of its profits to ocean conservancy. For World Oceans Day, we launched a series of beautiful postcards & posters that illustrated the ugly truth of ocean pollution.
The postcards were sent to 52 world leaders including Pope Francis, the US EPA Secretary, the Secretary of UN, the Minister of Energy of Spain, among others. The posters were exhibited at the United Nations and in surf shops and restaurants in Barcelona, Biarritz andHossegor.
The activation was launched with a video on Instagram through our brand ambassadors and professional surfers Matt Crepel, Lee-Ann Curren and Kepa Acero.
We created 40 customized Coke bottles with the name of Jakelin, to honor the 7-year-old Guatemalan girl who died in U.S. custody.
The bottles were displayed at the bodega South Grocery Corp in Brooklyn. Proceeds went to the organization Border Angels that provide shelter, blankets and food to the refugee families at the border. We also opened a GoFundMe.
The Coca-Cola Company wasn’t in anyway behind this idea, we just used their “Share a Coke” platform to spread awareness of a heartbreaking story from the U.S. border and collaborate in this humanitarian cause. Coke’s company message of harmony and inclusion could help to open a national conversation #ShareOurCountry. See more at jakelincoke.org
Surfers are obsessed with surf condition weather reports that use color graphics to denote various swell sizes and direction. Based on this premise, this billboard campaign illustrates a surf forecast made of new garments arriving to the stores.
Chicken Fries is probably the most successful launching Burger King has ever made. In just one day, we broke sales records. From 40% of forecast vs 70%. The campaign was translated in 8 different languages and accents. Spain, USA, Italy, Turkey, Brasil, Germany, Ireland, Mexico.
Chicken Fries | Spain
Honey Mustard Burger | Balloon | One Show Finalist
Honey Mustard Burger | Cat
Border Jumpers | France | El Sol Awards | Finalist
Border Jumpers | Portugal | Finalist | El Sol Awards
French Chicken Sandwich | Train | Silver | El Sol Awards
American Chicken Sandwich | Woods | Silver | El Sol Awards