https://manuelborde.com Manuel Borde Tue, 07 Jul 2026 16:36:46 +0000 https://manuelborde.com en https://manuelborde.com/Top-of-page Tue, 18 Aug 2020 01:32:53 +0000 Manuel Borde https://manuelborde.com/Top-of-page SO YOU MET ME ON A TEAMS CALL AND NOW YOU’RE CURIOUS ABOUT THE WORK... LOVE THE WORK PERSONAL COLLECTI I LEAD AND CREATE WORK THAT FOCUSES ON SAVING THE BUSINESS BEFORE TRYING TO SAVE THE WORLD. WORK THAT HAS ACHIEVED OVER 350 AWARD RECOGNITIONS INCLUDING AGENCY OF THE YEAR AT D&amp;AD, ONE SHOW AND NYF, AND 51 CANNES LIONS IN THE LAST 5 YEARS, INCLUDING A TITANIUM LION AND A GRAND PRIX IN CREATIVE COMMERCE. WORK UNAPOLOGETICALLY MADE TO SELL COOKIES, SODAS, BEER, IRISH LIQUOR, ICE CREAM, GRANOLA BARS, BURGERS, CEREALS, FROZEN PIZZAS, TABLE SALT, CARS, DETERGENTS, DISHWASHERS, FACIAL TISSUES, INTERNET SERVICES, BUG SPRAY, LIFE INSURANCE AND PLASTIC STORAGE BAGS. Little time? Scroll through idea boards. More time? Tap for Case Films. ︎︎︎ https://manuelborde.com/OREO-Cows Tue, 07 Jul 2026 15:54:13 +0000 Manuel Borde https://manuelborde.com/OREO-Cows OREO Cows | OREO | 2026 _____________________________________ Oreos and milk belong together. A simple truth. But in Mexico, the beloved ritual of chopeo (dunking) rarely included Oreos. To reclaim our place as milk's favorite cookie, we uncovered an even more unbelievable truth: a real breed of cow in Valle de Bravo that looks exactly like an Oreo. The Belted Galloway. Better known as the OREO Cow. Instead of advertising dunking, we created a modern folk legend. Rooted in Mexican culture, we gave it an origin story, unforgettable characters, and transformed it into a living, breathing, moo-ing cultural symbol. OREO Cows blurred the lines between storytelling, product, retail, and culture, unlocking an innovative partnership that turned Oreo's simplest brand truth—cookies and milk—into a scalable growth platform for markets around the world.We didn’t just find a playful-looking cow, we discovered a new brand asset. Everything OREO has been trying to say about milk and cookies for decades, in a single image. Case Film Film / “OREO Cows, The Man Who Believed” <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/7753ba87fed0e0eebed4bf7682a0a3e7958cb5731029add95cd8eb4d2e4ec8a4/BOARD-MAIN---OREO-Cows.jpg" data-mid="250184004" border="0" src="https://freight.cargo.site/w/1000/i/7753ba87fed0e0eebed4bf7682a0a3e7958cb5731029add95cd8eb4d2e4ec8a4/BOARD-MAIN---OREO-Cows.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/aabf48b35d010f3e97508b3d0218c867dbe70c155a1a4c13763d2184afa564de/BOARD-BOTTLE-SUPPORT---OREO-Cows.jpg" data-mid="250183995" border="0" src="https://freight.cargo.site/w/1000/i/aabf48b35d010f3e97508b3d0218c867dbe70c155a1a4c13763d2184afa564de/BOARD-BOTTLE-SUPPORT---OREO-Cows.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/a524219fbea718eac64d6ed4c91a8d1eecfd34c245a1c56b6baf886b0b19f3fd/BOARD-CARTON-SUPPORT---OREO-Cows.jpg" data-mid="250183994" border="0" src="https://freight.cargo.site/w/1000/i/a524219fbea718eac64d6ed4c91a8d1eecfd34c245a1c56b6baf886b0b19f3fd/BOARD-CARTON-SUPPORT---OREO-Cows.jpg" /> Awards Titanium&nbsp;/ Cannes Lions / TitaniumGold / Cannes Lions / Direct / Consumer Goods Gold / Cannes Lions / Brand Experience &amp; Activation / 360 Integrated&nbsp;Silver / Cannes Lions / Creative Commerce / Consumer GoodsSilver / Cannes Lions / Brand Experience &amp; Activation / Single-Market&nbsp;Bronze / Cannes Lions / Direct / Art Direction/DesignBronze / Cannes Lions / Film Craft / Casting https://manuelborde.com/Preserved-Promos Sat, 05 Jul 2025 14:06:46 +0000 Manuel Borde https://manuelborde.com/Preserved-Promos PRESERVED PROMOS | Ziploc | 2025 _____________________________________ More than half (54%) of all US online shoppers have increased their usage of coupon codes over the past year to stretch their budgets and maximize savings. Despite that, a staggering 99% of issued coupons go unused* and every expired coupon is a purchase opportunity lost for every retail store. Ziploc® is a brand known for preserving the life of food and our new platform, “For the Love of Food” gave us a clear opportunity to win back and retain these shoppers by proving our added value in preserving food, reducing food waste, and stretching every pantry dollar. Preserved Promos is a mobile commerce experience that lets you breathe new life into expired food coupons and promos. Simply scan or upload any expired coupon (even non-grocery ones!) and turn them into sizzling savings at over 80 retailers—just add Ziploc® to your cart. Case Film <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/9b18e66368306cebf09ac376359532086c8d7f2e1d1572d68cc2bf4511bd576c/Preserved-Promos---MAIN.jpg" data-mid="235428180" border="0" src="https://freight.cargo.site/w/1000/i/9b18e66368306cebf09ac376359532086c8d7f2e1d1572d68cc2bf4511bd576c/Preserved-Promos---MAIN.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/065ff12e68344c822170d436fee60e77c791d0bb4084355ee9387afa9fefbba6/Preserved-Promos---SUPPORT-2.jpg" data-mid="235428186" border="0" src="https://freight.cargo.site/w/1000/i/065ff12e68344c822170d436fee60e77c791d0bb4084355ee9387afa9fefbba6/Preserved-Promos---SUPPORT-2.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/a12a5084a0df788b414f4e1af61c35899973c4cddd5be4697af43c41af1755ba/Preserved-Promos---SUPPORT-3.jpg" data-mid="235428191" border="0" src="https://freight.cargo.site/w/1000/i/a12a5084a0df788b414f4e1af61c35899973c4cddd5be4697af43c41af1755ba/Preserved-Promos---SUPPORT-3.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/f04a951b74f2eb0533175c451d42f9a97aa2c4f50344f90d51d0c935a91f09b3/Preserved-Promos---SUPPORT-1.jpg" data-mid="235428181" border="0" src="https://freight.cargo.site/w/1000/i/f04a951b74f2eb0533175c451d42f9a97aa2c4f50344f90d51d0c935a91f09b3/Preserved-Promos---SUPPORT-1.jpg" /> Awards Grand Prix&nbsp;/ Cannes Lions / Creative Commerce / Brand StrategyGold / Cannes Lions / Direct / Use Of Real-Time DataSilver / Cannes Lions / Direct / Market DisruptionSilver / Cannes Lions / Media / Retail MediaBronze / Cannes Lions / Direct / Use Of MobileBronze / Cannes Lions / Creative B2B / Market DisruptionBronze / Cannes Lions / Strategy / Consumer GoodsBronze / Cannes Lions / Effectiveness / Single Market Best of Interactive Online and Mobile&nbsp;/ One ShowGold / One Show / Creative Effectiveness / Consumer ProductsGold / One Show / Direct Marketing / CommerceGold / One Show / Direct Marketing / Brand PartnershipsGold / One Show / Interactive, Online &amp; Mobile / CommerceSilver/ One Show / Creative Use of Technology / CommerceSilver/ One Show / Creative Use of Data / CommerceSilver&nbsp;/ One Show / Direct Marketing / InnovationSilver&nbsp;/ One Show / Interactive, Online &amp; Mobile / Brand PartnershipsBronze/ One Show / Creative Use of Data / Brand Partnerships Graphite / D&amp;AD / Digital Marketing / MobileWood / D&amp;AD / Direct / Acquisition &amp; Retention Gold / Andy Awards / Idea Gold / Clio Awards / Creative Commerce / Acquisition &amp; RetentionGold / Clio Awards / Media / RetailGold / Clio Awards / Digital &amp; Mobile / E-CommerceSilver&nbsp;/ Clio Awards / Creative Disruption / Creative CommerceSilver / Clio Awards / Creative Commerce / Mobile-Led CommerceBronze&nbsp;/ Clio Awards / Experience &amp; Activation / Digital &amp; Mobile Bronze / Clio Awards / Direct / Experience &amp; ActivationBronze / Clio Awards / Direct / Digital &amp; MobileBronze / Clio Awards / Digital &amp; Mobile / Real TimeBronze / Clio Awards / Creative Use Of Data / Real TimeBronze / Clio Awards / Creative Effectiveness / National Gold / LIA / Digital / Creativity in CommerceSilver / LIA / Creative Use of Data / Real-Time DataBronze / LIA / Direct / DigitalBronze / LIA / Evolution / Creativity in Commerce https://manuelborde.com/Oreocodes Sat, 03 Jun 2023 12:20:46 +0000 Manuel Borde https://manuelborde.com/Oreocodes OREOCODES | OREO | 2023 _____________________________________ OREO Cookies have been a favorite among milk and cookie lovers for over 110 years, striving to be "Milk's Favorite Cookie." Despite achieving 99% brand awareness in the U.S., many households that buy milk still don’t purchase OREO Cookies. OREOCodes is an innovative commerce experience that transforms milk barcodes into scannable OREO offers, leveraging the visual similarity between barcodes and stacks of OREOs. This interactive experience encourages consumers to remember that every glass of milk deserves an OREO cookie. Case Film <img width="7063" height="5000" width_o="7063" height_o="5000" data-src="https://freight.cargo.site/t/original/i/cc4f2f4c40fb6edcc680f4ac130fe1cdfad17eff15951811a9467f6b6d4f4f90/1-OREOCODES-CANNES-BOARD-RND-2-MAIN-OPT-1.jpg" data-mid="180870150" border="0" src="https://freight.cargo.site/w/1000/i/cc4f2f4c40fb6edcc680f4ac130fe1cdfad17eff15951811a9467f6b6d4f4f90/1-OREOCODES-CANNES-BOARD-RND-2-MAIN-OPT-1.jpg" /> Barcodes are OREO’s <img width="7063" height="5000" width_o="7063" height_o="5000" data-src="https://freight.cargo.site/t/original/i/6f61acf152e66064c2b35bb1c34da89c3768b343d51588ec01ba0c1c8046c0ae/Oreo-Support-1.jpg" data-mid="180870151" border="0" src="https://freight.cargo.site/w/1000/i/6f61acf152e66064c2b35bb1c34da89c3768b343d51588ec01ba0c1c8046c0ae/Oreo-Support-1.jpg" /> UX Design <img width="7063" height="5000" width_o="7063" height_o="5000" data-src="https://freight.cargo.site/t/original/i/18befbf45f1c7ca3b48a3c34d3418f8296d2fd0c6054bec916ee53ac0623a334/Oreo-Support-2.jpg" data-mid="180870156" border="0" src="https://freight.cargo.site/w/1000/i/18befbf45f1c7ca3b48a3c34d3418f8296d2fd0c6054bec916ee53ac0623a334/Oreo-Support-2.jpg" /> In-Store <img width="7063" height="5000" width_o="7063" height_o="5000" data-src="https://freight.cargo.site/t/original/i/a7b9b0e59b89dfac8666dc310809822c62c5e9ebe537ee7b37124b1f3404e9e4/Oreo-Support-3.jpg" data-mid="180870175" border="0" src="https://freight.cargo.site/w/1000/i/a7b9b0e59b89dfac8666dc310809822c62c5e9ebe537ee7b37124b1f3404e9e4/Oreo-Support-3.jpg" /> Awards Grand Effie&nbsp;/ Global Best of The Best Effies / Shopper &amp; Commerce Yellow / D&amp;AD / Digital &amp; Social - Physical &amp; DigitalYellow / D&amp;AD / Experiential - Retail ActivationsGraphite / D&amp;AD / Commerce - Acquisitions &amp; RetentionGraphite / D&amp;AD / Integrated - Large EnterpriseGraphite / D&amp;AD / Direct - DigitalGraphite / D&amp;AD / Experiential - B2C ActivationsGraphite / D&amp;AD / Media - RetailGraphite / D&amp;AD / Media - DirectWood / D&amp;AD / Commerce - PromotionWood / D&amp;AD / Direct - Integrated Gold / Cannes Lions / Creative Commerce&nbsp;Gold / Cannes Lions / DirectSilver / Cannes Lions / DirectSilver / Cannes Lions / Industry CraftBronze / Cannes Lions / Mobile Gold / One Show / Direct Marketing - CommerceSilver / One Show / Creative Use Of TechnologySilver / One Show / Direct Marketing - Non TraditionalSilver / One Show / Direct Marketing - Craft Art DirectionSilver / One Show / Experiential &amp; Immersive - CommerceBronze / One Show / Direct Marketing - InnovationBronze / One Show / Interactive &amp; Mobile CraftBronze / One Show / Integrated - OmnichannelSilver Cube / ADC / Promotional Materials - POSBronze Cube / ADC / Innovation - DirectBronze Cube / ADC / Promotional - Digital CommunicationBronze Cube / ADC / Digital Craft - Art Direction Gold / Clio Awards / Creative Commerce - Acquisition &amp; Retention Gold / Clio Awards / Creative Commerce - Mobile-Led Commerce&nbsp;Silver / Clio Awards / Creative Commerce - Innovative Use Of ChannelSilver / Clio Awards / Creative EffectivenessSilver / Clio Awards / DesignSilver / Clio Awards / Design CraftSilver / Clio Awards / Digital &amp; MobileSilver / Clio Awards / Digital, Mobile &amp; Social Media CraftSilver / Clio Awards / DirectSilver / Clio Awards / Integrated&nbsp;Bronze / Clio Awards / Experience &amp; Activation - Digital &amp; MobileBronze / Clio Awards / Experience &amp; Activation - GuerrillaBronze / Clio Awards / Innovation - Creative CommerceBronze / Clio Awards / Innovation - Direct Gran Prix / New York Festivals / CommerceGold / New York Festivals / Commerce - Food &amp; DrinkGold / New York Festivals / Commerce - MobileGold / New York Festivals / PrintGold / New York Festivals / Digital-MobileGold / New York Festivals / Direct&nbsp;Silver / New York Festivals / CollaborationSilver / New York Festivals / Activation &amp; EngagementBronze / New York Festivals / Avant Garde Gold / LIA / DesignGold / LIA / DigitalGold / LIA / Non-Traditional&nbsp;Silver / LIA / Ambient &amp; Activation - Creativity in CommerceSilver / LIA / Ambient &amp; Activation - Direct MarketingSilver / LIA / EvolutionSilver / LIA / IntegrationSilver / LIA / Non-Traditional-Confection &amp; Snacks&nbsp;Silver / LIA / Non-Traditional-Creativity in CommerceBronze / LIA / Digital-Confection &amp; Snacks&nbsp;Bronze / LIA / Digital-Creativity in Commerce Gold / Effies NA / Shopper &amp; Commerce - Marketing Innovation Solutions&nbsp;Gold / Effies NA / Shopper &amp; Commerce - Digital CommerceGold / Effies NA / Media Innovation https://manuelborde.com/Save-a-Life-Insurance Tue, 07 Jul 2026 16:36:46 +0000 Manuel Borde https://manuelborde.com/Save-a-Life-Insurance (SAVE A) LIFE INSURANCE | Generali | 2026 _____________________________________ Generali’s mission is to protect and improve people’s lives. Traditionally, this meant offering financial protection after an event. But through its new “Here. Now.” brand platform, the brand committed to a more proactive role: supporting prevention, assistance, and action in the present. Generali (SAVE A) LIFE INSURANCE reframes life insurance from a passive financial contract into an active life saving program. Instead of only paying out death, Generali rewards Romanians for being ready to prevent it: learn how to save someone’s life and unlock discounts on your own life insurance policy. By completing Generali’s certified training, both new and existing customers turn knowledge into immediate value, making prevention a tangible benefit. Case Film <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/fab977cf8e523853f76fa327934e8e7fc2980b19cf5ad4755bfb51c8314af834/GENERAL-BOARD---Save-a-Life-Insurance.jpg" data-mid="250184413" border="0" src="https://freight.cargo.site/w/1000/i/fab977cf8e523853f76fa327934e8e7fc2980b19cf5ad4755bfb51c8314af834/GENERAL-BOARD---Save-a-Life-Insurance.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/4e44b29c9b4541abe8c48ec4ca962f58435cf4d70ab0a4bfc1e5227cae33aab9/SUPPORT-2---Save-a-Life-Insurance.jpg" data-mid="250184412" border="0" src="https://freight.cargo.site/w/1000/i/4e44b29c9b4541abe8c48ec4ca962f58435cf4d70ab0a4bfc1e5227cae33aab9/SUPPORT-2---Save-a-Life-Insurance.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/433d74a1161f538678892587c70da0238a6df02e196348ea30225150103a009c/SUPPORT-3---Save-a-Life-Insurance.jpg" data-mid="250184410" border="0" src="https://freight.cargo.site/w/1000/i/433d74a1161f538678892587c70da0238a6df02e196348ea30225150103a009c/SUPPORT-3---Save-a-Life-Insurance.jpg" /> Awards Bronze/ Cannes Lions / PR / Launch-Relaunch https://manuelborde.com/Name-This-OREO Sat, 05 Jul 2025 14:23:54 +0000 Manuel Borde https://manuelborde.com/Name-This-OREO NAME THIS OREO | OREO | 2025 _____________________________________ The origin of the OREO name is a tasty mystery, but one theory suggests it reflects its structure: the “O” represents the cookie wafers, and “RE” stands for the cream filling. This sparked the “OREO Grammar” meme on social, where users creatively rearrange OREOs for fun and nonsensical readings, creating a playful language centered around the product. To tap into this buzz, OREO launched the “Name This OREO” gamified experience, offering pure fun. Players that visit namethisoreo.com and enable their microphone, are invited to tap to generate unique OREO cookie stacks like “O-O-RE-RE-RE-O-RE-O-O-RE” and correctly read them out loud before the timer runs out, building streaks and unlocking exciting OREO offers along the way, and showcasing their “OREO speak” skills for bragging rights on social media. Case Film <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/6737e14dde2111447882505c54dd2a9e772f0d502401e3310772b7a1e1be5884/Name-This-OREO---MAIN-BOARD.jpg" data-mid="235428760" border="0" src="https://freight.cargo.site/w/1000/i/6737e14dde2111447882505c54dd2a9e772f0d502401e3310772b7a1e1be5884/Name-This-OREO---MAIN-BOARD.jpg" /> Social Listening &amp; Creator Collaboration <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/28aad0d71457d97754236db63ec63620baca4455442c9350cb9849cd43ea84b4/Name-This-OREO---SOCIAL.jpg" data-mid="235428761" border="0" src="https://freight.cargo.site/w/1000/i/28aad0d71457d97754236db63ec63620baca4455442c9350cb9849cd43ea84b4/Name-This-OREO---SOCIAL.jpg" /> Social Film UX Design <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/11f4cb63f1dc020929f3cc4cc117a2fc94629821587880e87fb753911b8a417c/Name-This-OREO---TECH-1.jpg" data-mid="235428762" border="0" src="https://freight.cargo.site/w/1000/i/11f4cb63f1dc020929f3cc4cc117a2fc94629821587880e87fb753911b8a417c/Name-This-OREO---TECH-1.jpg" /> <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/97735ddbdf656672dc5ff046b1266779101fb5cf99ed09668a497e5681112ba0/Name-This-OREO---TECH-2.jpg" data-mid="235428763" border="0" src="https://freight.cargo.site/w/1000/i/97735ddbdf656672dc5ff046b1266779101fb5cf99ed09668a497e5681112ba0/Name-This-OREO---TECH-2.jpg" /> Social Film https://manuelborde.com/Kleenex-Score Sat, 05 Jul 2025 14:48:07 +0000 Manuel Borde https://manuelborde.com/Kleenex-Score KLEENEX SCORE | Kleenex | 2025 _____________________________________ Movie lovers often begin watching films without knowing just how emotional the experience will be. To create a meaningful connection with audiences in those moments of high emotion, Kleenex partnered with IMDb to create The Kleenex Score, a unique rating system that helps people gauge a film’s tear-jerking potential and be ready with Kleenex before the tears start. By leveraging IMDb’s trusted voice, the campaign integrated Kleenex authentically into movie discussions and connected a utilitarian product with emotional entertainment. The Kleenex Score didn’t just sell tissues; it enhanced the viewing experience by providing more insight into the emotional impact of different films, while making Kleenex every movie lover’s essential viewing companion.&nbsp; Case Film <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/594e16a610a9564b28cfafa3df92b181e7b9537c9fa8050820b29fd2110e6635/Kleenex-Score---MAIN-BOARD.jpg" data-mid="235429103" border="0" src="https://freight.cargo.site/w/1000/i/594e16a610a9564b28cfafa3df92b181e7b9537c9fa8050820b29fd2110e6635/Kleenex-Score---MAIN-BOARD.jpg" />IMDB as the perfect entertainment partner for Kleenex <img width="7016" height="4961" width_o="7016" height_o="4961" data-src="https://freight.cargo.site/t/original/i/bc6ed45595484cdc9baaee06128c6b0a9eacd1dff19d3935ae7b430ca0f584e0/Kleenex-Score---SUPPORTING-IMDB.jpg" data-mid="235429104" border="0" src="https://freight.cargo.site/w/1000/i/bc6ed45595484cdc9baaee06128c6b0a9eacd1dff19d3935ae7b430ca0f584e0/Kleenex-Score---SUPPORTING-IMDB.jpg" />The Amazon Retail Media Echosystem <img width="7016" height="4961" width_o="7016" height_o="4961" data-src="https://freight.cargo.site/t/original/i/6abf3b40713c6a6711cc59d4c3fcb3633767f35fd9326c9f0b71962c1105adb1/Kleenex-Score---SUPPORTING-RETAIL-MEDIA.jpg" data-mid="235429106" border="0" src="https://freight.cargo.site/w/1000/i/6abf3b40713c6a6711cc59d4c3fcb3633767f35fd9326c9f0b71962c1105adb1/Kleenex-Score---SUPPORTING-RETAIL-MEDIA.jpg" />Purchase Journey <img width="7083" height="5008" width_o="7083" height_o="5008" data-src="https://freight.cargo.site/t/original/i/3f13447af7b4af35278b4cdc06da4bb926896cda7d75b71ef67616eb2175bba5/Kleenex-Score---SUPPORTING-PURCHASE.jpg" data-mid="235429105" border="0" src="https://freight.cargo.site/w/1000/i/3f13447af7b4af35278b4cdc06da4bb926896cda7d75b71ef67616eb2175bba5/Kleenex-Score---SUPPORTING-PURCHASE.jpg" /> Awards Silver / Cannes Lions / Media / Use Of Digital PlatformsBronze / Cannes Lions / Creative Commerce / Innovative Use Of Commerce Channel Bronze / One Show / Creative Effectiveness / Consumer ProductsBronze / One Show / Public Relations / Brand Voice Silver / Clio Awards / Digital &amp; Mobile / MicrositeSilver / Clio Awards / Media / Partnerships &amp; CollaborationBronze&nbsp;/ Clio Awards / Media / EntertainmentBronze / Clio Awards / Creative Commerce / Partnerships &amp; Co-CreationBronze / Clio Awards / Creative Commerce / Innovative Use of Channel Bronze / LIA / Creativity in Media / CPGBronze / LIA / Digital / Branded Content https://manuelborde.com/Bad-Luck-Reverser Sat, 05 Jul 2025 13:40:35 +0000 Manuel Borde https://manuelborde.com/Bad-Luck-Reverser BAD LUCK REVERSER | Refisal | 2025 _____________________________________ Refisal has been Colombia’s leading salt brand for generations and even though they are far from being the “underdog” in their own category, they are pretty much an outsider brand in the world of football. The brand doesn’t officially sponsor any football team or football league, due to the high costs this implies. We tapped into a well-known cultural ritual—throwing salt to ward off bad luck—and brought it to the world of football. To give fans a way to help reverse their team’s losing streak, we created special-edition, single-serve salt packs featuring all 20 teams in the Colombian league. Each design fit into just one square inch of media space, turning everyday salt into a collectible good luck charm. By using real-time data on team performance, we targeted fans when they needed hope the most—creating an authentic, culturally rooted connection with football, without spending a cent on sponsorships. Case Film <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/15082ec7e21888bbcd8b6878ee151f6bc8cb913dd590b086546ac26d09adf2c6/Bad-Luck-Reverser---MAIN-BOARD.jpg" data-mid="235427449" border="0" src="https://freight.cargo.site/w/1000/i/15082ec7e21888bbcd8b6878ee151f6bc8cb913dd590b086546ac26d09adf2c6/Bad-Luck-Reverser---MAIN-BOARD.jpg" /> 20 team packs w/ illustrations by Peze Acevedo. <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/a94acdb9250b8ba4820b43e32f8e94da35a07326e5d456ca39df6ca60d42f7ed/Bad-Luck-Reverser---SUPPORTING-DESIGNS.jpg" data-mid="235427451" border="0" src="https://freight.cargo.site/w/1000/i/a94acdb9250b8ba4820b43e32f8e94da35a07326e5d456ca39df6ca60d42f7ed/Bad-Luck-Reverser---SUPPORTING-DESIGNS.jpg" /> Turning the overlooked salt satchet into a new square inch media space. <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/3e46514581b7b8212e51cb2218f690ec32efa40f39f8f4065b1637bc1583f3b9/Bad-Luck-Reverser---SUPPORTING-MEDIA.jpg" data-mid="235427452" border="0" src="https://freight.cargo.site/w/1000/i/3e46514581b7b8212e51cb2218f690ec32efa40f39f8f4065b1637bc1583f3b9/Bad-Luck-Reverser---SUPPORTING-MEDIA.jpg" /> Launch Film Awards Bronze/ Cannes Lions / Creative Commerce / Targeting, Insights &amp; PersonalizationBronze&nbsp;/ Cannes Lions / Brand Experience &amp; Activation / &nbsp;Social BehaviorBronze / Cannes Lions / Entertainment Lions for Sport / Fan Engagement &amp; Distribution Strategy Gold / Clio Sports / Experience Activation / Guerrilla Gold / Clio Sports / Fan Engagement / Experience Silver/ One Show / Direct Marketing / Product PackagingBronze / One Show / Print &amp; Promotional /&nbsp;Product Packaging Bronze / Clio Awards / Culture &amp; Influence / Cultural Storytelling https://manuelborde.com/Don-t-Delete-Menu Sat, 03 Jun 2023 13:01:50 +0000 Manuel Borde https://manuelborde.com/Don-t-Delete-Menu DON’T DELETE MENU | Wendy’s&nbsp;| 2024 ______________________________________ Wendy's restaurant presence in Argentina was already minimal compared to other fast food chains, and now competition extended to mobile apps. With Argentina having the highest global app deletion rate at 51.4%, many food apps, including Wendy's, faced significant challenges. Without a marketing budget to retain users, we revamped the Wendy's App shortcut menu with surprising offers to encourage users to reconsider deleting the app.&nbsp; By intercepting the deletion process with these unexpected promotions, we aimed to retain customers and boost sales, creatively utilizing their digital assets.&nbsp; Case Film <img width="7063" height="5008" width_o="7063" height_o="5008" data-src="https://freight.cargo.site/t/original/i/faeb726617f51bba26df208512a645dc28d4d4fadf63cbaf04bfd2c94392e3b9/Don-t-Delete-Menu--Board.jpg" data-mid="180871877" border="0" src="https://freight.cargo.site/w/1000/i/faeb726617f51bba26df208512a645dc28d4d4fadf63cbaf04bfd2c94392e3b9/Don-t-Delete-Menu--Board.jpg" /> Experience Demo Awards Silver / Cannes Lions / MediaSilver / Cannes Lions / DirectGraphite / D&amp;AD / Media - Mobile DevicesGraphite / D&amp;AD / Digital &amp; Social - MobileGraphite / D&amp;AD / Media - DirectGold / One Show / Experiential &amp; Immersive - Commerce&nbsp; Gold / One Show / Experiential &amp; Immersive - Innovation&nbsp; Gold / One Show / Interactive, Online &amp; Mobile - Online Advertising Silver / One Show / Creative Use Of Technology - Commerce Silver / One Show / Direct Marketing - Innovation Silver / One Show / Interactive, Online &amp; Mobile - Commerce Bronze / One Show / Creative Use Of Technology - Innovation Bronze / One Show / Direct Marketing - Commerce Bronze / One Show / Interactive, Online &amp; Mobile - Innovation Silver Cube / ADC / Interactive - Online Gold / Clio Awards / Creative Commerce - Acquisition &amp; Retention Silver / Clio Awards / Creative Commerce - Innovative Use Of Channel Bronze / Clio Awards / Creative Commerce - Mobile-Led Commerce Bronze / Clio Awards / Innovation - Creative Commerce Bronze / Clio Awards / Media - Digital &amp; Mobile Gold / New York Festivals / Commerce-Customer Acquisition &amp; Retention&nbsp;Gold / New York Festivals / Direct&nbsp;Silver / New York Festivals / Commerce-Innovative Use of ChannelBronze / New York Festivals / Digital &amp; Mobile Bronze / LIA / Digital-Mobile AdvertisingBronze / LIA / Digital - Apps https://manuelborde.com/Smart-Fill Thu, 21 Jul 2022 22:36:25 +0000 Manuel Borde https://manuelborde.com/Smart-Fill SMART FILL | Unilever&nbsp;| 2022 ______________________________________ Approximately 36% of all plastics produced are used for packaging, with around 85% ending up in landfills or as unregulated waste. Unilever aims to address its environmental impact by pledging to eliminate over 100,000 tonnes of plastic by 2025. With products reaching 9 in 10 Indian households, India has one of the largest plastic footprints globally. To combat this, we introduced Smart Fill, an in-store experience allowing shoppers to use empty containers from any brand as Unilever packaging. This initiative enables consumers to fill products like Vim, Surf Excel, and Comfort while sacrificing Unilever's valuable branding asset—its packaging Case Film <img width="3000" height="2400" width_o="3000" height_o="2400" data-src="https://freight.cargo.site/t/original/i/214443562be384772fa9d018559f7b644f49ab3d2b0533bea6869a289d488ada/One-Board_Unilever_Smart-Fill_Ambient---Activation-Creativity-in-Commerce.jpg" data-mid="151876140" border="0" src="https://freight.cargo.site/w/1000/i/214443562be384772fa9d018559f7b644f49ab3d2b0533bea6869a289d488ada/One-Board_Unilever_Smart-Fill_Ambient---Activation-Creativity-in-Commerce.jpg" /> Awards Gold / Cannes Lions / Creative CommerceSilver / Cannes Lions / Sustainable Development GoalsBronze /&nbsp;Cannes Lions / Creative Business Transformation Graphite Pencil / D&amp;AD / ExperientialWood Pencil / D&amp;AD / ExperientialWood Pencil / D&amp;AD / Commerce Bronze Pencil / One Show / Experiential &amp; Inmersive Silver x 2 / Clio Awards / Creative CommerceSilver / Clio Awards / Experience &amp; ActivationSilver / Clio Awards / Public Relations&nbsp;Bronze / Clio Awards / Creative Business Transformation Gold / LIA / Creativity in CommerceGold / LIA / SustainabilitySilver / LIA / Transformative Business ImpactBronze / LIA / Creativity in Commerce