Most Read of 2024: LATAM’s Biggest Stories

Pooping princesses, beer glass thieves and elbow-licking ketchup catchers all feature in the most popular Latin American stories published on LBB in 2024. 

Showcasing campaigns from VML Chile, MRM Brazil, Ogilvy Bolivia, Kinema Films, LePub Brazil and ISLA, the region’s most read articles are balanced between funny films, distinct designs, and actionable addresses to serious issues across LATAM. 

As we head towards Christmas, some jolly laughs can be found in the selection, but there is also some resonant work for good causes, including breast cancer awareness and overcoming public health stigmas. From a clothing capsule for Stella Artois to AI-generated social content for a laxative brand, the stories also cover a wide array of mediums and campaign styles – a true variety show to close out the year.

So before you clock out for the holidays, take a look below and learn all about the hottest Latin American stories that caught people’s attention in the last 12 months.

Stella Artois Invites Customers to Steal Glances and a Little Something Extra

Every year, many of Stella Artois’ iconic chalice glasses are stolen from bars and pubs. And who can blame these light-fingered drinkers? They are quite lovely! This integrated campaign from VML Chile and David New York takes this insight and turns it into an amnesty, asking glass grabbers to confess their crimes to earn a chance to win a garment from an organically designed clothing capsule. As well as a film produced by Rebolucion that showcases the fresh fashion, the campaign also involved equally stylish activations in digital, outdoor, and print channels. One thing was for sure - stealing a Stella glass had never been so tempting.

Dulcolax Employs Princesses to Take the Taboo Out of Pooping

A Dulcolax-commissioned study in Portugal revealed that over a million women aged 18 to 34 attribute their reluctance to use public restrooms to childhood stigmas. So partnering with MRM Brazil, the laxative brand launched the ‘Pooping Princess’ campaign to challenge taboos and reduce constipation linked to such stigmas. 

The campaign’s social posts and over 200 digital OOH placements feature AI-generated princess characters using the toilet, promoting open discussions. And an Instagram AR filter and a book titled ‘The Princess and the Poo’ helped to demystify the stereotypes behind princess-perfect behaviour that affect young girls growing up.

Ketal Hipermercados Encourages You to Touch Your Breasts as Much as Fruits

These colourful designs highlighted a shocking statistic: Only a quarter of women know how to perform a breast self-examination. Ogilvy Bolivia and Ketal’s campaign cleverly uses the textures of different fruits to highlight symptoms of breast cancer, and to encourage women to examine themselves. It’s a simple idea, packaged in a vibrant, eye-catching way, that has the potential to save lives.

Behind the Scenes of SWAT Series with Director Billy Gierhart

It seems our readers are big fans of the CBS and Sony Pictures Television show, ‘SWAT’. This piece from production service company Kinema Films takes us behind the scenes of an episode shot on the bustling streets of Mexico City, showing how they ensured every frame resonated with the authenticity and intensity that fans have come to expect from the series – as well as some Mexican flair.

Get Every Last Drop in Cheeky Heinz Ketchup Campaign

This funny series of photos from Heinz and LePub Brazil pays tribute to those willing to go the extra mile – the people who aren’t afraid to look silly or attempt the impossible just for that last drop of ketchup. The poster designs show splatters of the red sauce in slightly awkward places – a steering wheel, someone’s elbow, even a child’s head –  and the valiant attempts to go after them tongue-first. It’s relatable, especially for those messy eaters among us, and bound to put a smile on your face.

Isla and H2oh! Spotlight “Gesticulators” In Humorous Campaign

Buenos Aires-based creative agency ISLA helped launch the new non-carbonated version of PepsiCo’s popular flavoured water drink H2oh! with a comedic campaign in April. Borne from the insight that Argentines talk with their hands a lot, the argentinacine-produced film shows terrified bystanders expecting a soaking as bottles of H2oh! are shaken up by generous gesticulators. Fortunately, the drinks are revealed to be the new no-fizz versions - avoiding disaster by way of a humorous misunderstanding.