To promote the launch of the Netflix original film ROMA, we brought back an icon of Mexican pop-culture: the Guía Roji. This is brand of city maps and guides present in every Mexican family car. The launch was set for December, a month filled with blockbusters, so we had to captivate everyone's attention, so we used the same element Alfonso Cuarón used to tell his memoirs: nostalgia.
We reproduced a version of the 1970 Roji Guide, digitalizing the original map and adding the 7 main spots of the neighborhood Roma featured in the movie. With the help of the film's design production team, we also recreated the newsstands featured in the movie to give away the guides. Fans in Mexico reacted in the most positive way and the stunt made $315,000 in earned media.
Only If 2018 – Client: Netflix – VP: Omar Fabián y Rocío Cuadra – Creative Directors: Sofía López,
Yura Zamudio, – Art Directors: Ross España, Juan Iglesias - Producer: Lis Mireles
