We were tasked with creating a commercial for Plan Nescafé. The challenge? The credibility of this program supporting Mexican agriculture was virtually nonexistent. So instead of just making a commercial, we decided to bring an idea that would go beyond the surface, connecting with consumers on a deeper level. The result? One of the most successful campaigns worldwide that year. Its success was so overwhelming that it was adapted in many countries around the globe. It became the first campaign in Nestlé Mexico’s history to win a Grand Effie, and it went even further by taking home a Global Grand Effie—making it the first in Ibero-American history.