Cannes Lions Reveals Finalists for Innovation Award with Google Technology Standing Out

Archer Troy, a renowned advertising agency from Mexico, has teamed up with Google and Techo Association to launch an innovative campaign titled “Address the Invisible.” This project has been recognized as a finalist in the Innovation category at the Cannes Lions International Festival of Creativity.

The goal of this social initiative is to provide addresses to communities that have been neglected for years. Using Google’s geolocation technology, Plus Codes, “Address the Invisible” gives these communities official addresses that allow them to access essential services such as mail delivery, emergency calls and more. This campaign empowers families by integrating them into the formal societal framework, improving their living conditions significantly.

“Address the Invisible” was launched in February 2021 and has already made a significant impact on people’s lives. The success of this project demonstrates how technology can drive positive social change and highlights Archer Troy’s commitment to creating campaigns that make a difference. With its potential to expand beyond Latin America, this initiative has the power to reach countless families in need across the globe.

Mike Arciniega, Chief Creative Officer at Archer Troy expressed his excitement about being recognized at Cannes Lions and emphasized the importance of collaboration with partners like Google and Techo in creating meaningful change.

By Sophia Gonzalez

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