LAPIZ melts winter with a special invitation to visit Mexico

{Melting Neon;www.produ.com/publicidad/videos/index.html?Noti=10823} is LAPIZ’ most recent piece for the Mexico Tourism Board. The idea was the installation of a five meter high neon billboard that melts in the middle of winter with an invitation to visit Mexico and enjoy its warmth. The initiative was built every day during the ITB, the world’s leading travel show in Berlin.The ad was exhibited during the five days of the fair, that had more than 180K visitors, and exhibitors from more than 180 countries. Each night they made the pieces of ice that covered the neon sign and melted throughout the day.The slogan of the campaign is Mexico, Always a Warm Welcome. The Melting Neon installation is the sequel of the awarded Snow Graffiti campaign, which invited the citizens of Chicago to visit Mexico through outdoor ads made of snow. Carlos “Ia” Murad, Eduardo Vea Keating and Flavio Pina were the members of the creative team responsible for the installation. Aldo Gagliardi, Juale Chavez and Julie Ptasinski, formed the production team. Felipe Cabrera and Isabella Villalobos were the strategy team. Ernesto Adduci, Daniela Barceló, Pablo Sabouret and María Bonet are the account team.