Lápiz: México Tourism Board – “Melting Neon”

Mexico has done it again. After last year´s Snow Graffiti campaign where they invited people to escape from Chicago´s freezing winter, they evolved their experimentation creating the first ever Melting Neon sign. A 5 meter high billboard built during ITB, the World´s Leading Travel Show at Berlin during the last days of winter.

The trade show with more than 175 International visitors was a nice opportunity to promote traveling to Mexico through a cool installation placed in the main entrance of Messe Berlin. This impressive neon light was frozen during night time to invite everyone to enjoy Mexico´s longer sun hours thawing out on their warm weather.


Agency: Lápiz / Leo Burnett (Chicago)
Creative Team: Carlos “Ia” Murad, Eduardo Vea Keating, Flavio Pina
Production Team: Aldo Gagliardi, Juale Chavez, Julie Ptasinski
Strategy Team: Felipe Cabrera, Isabella Villalobos
Account Team: Ernesto Adduci, Daniela Barceló, Pablo Sabouret, Maria Bonet
Production Design Studio: Espada y Santa Cruz (Madrid)
Post-Production: Beast (Chicago), Earhole Studios (Chicago), Co3 (Chicago), Method Studios (Chicago)
Music: “7th Sea” by Cordelia and the Buffalo
Music License: SoStereo