Inflation Proof Prize
Award: Shortlist
Shortlist / Media / Entertainment / 2024
We needed to find a way to explain Mercado Pago’s investment feature in a broad-enough way that most Argentinians would understand.
To do so, we decided to use Big Brother show as a platform. A show with a huge reach that speaks as Argentinians do.
So, instead of doing a traditional partnership in which the brand would be one more sponsor in the show, we found a sweet spot between investing and Big Brother: Its prize.
Due to Argentina’s economy the prize was constantly losing value as the 4 months of competition evolved. But if they invested it in Mercado Pago it would not.