The “Partido Acción Nacional”, is a political party considered the second political force in Mexico, their ideals are clearly tilt to the right and is the only party besides the PRI that has governed the country. In Yucatan is a political force with many followers and has alternated with the Institutional Revolutionary Party the alternation in the government and the city council. Many important people in history of PAN, are from Yucatán.
For 2012 elections, the Partido Acción Nacional, required a campaign that allows him to gain reposition within the electorate and so aspire to achieve the results that had been set, this campaign should be extremely smart and direct, a previous investigation, let us see that the local people dislikes the attack and discrediting campaigns where are glaringly obvious the weaknesses than the strengths.
The party decided to give us their confidence to realize their institutional campaign for repositioning, and after listening to the arguments of the client and the objectives that they are following.
We decided to create a campaign that did not attack frontally their political rival, but invited to create awareness and reflection, simple and straight forward texts, images that testified an inescapable reality and an inspiring audio, resulted in a memorable spot, and added to this, simple and direct campaign graphics, allow us to place the PAN in the minds of and thereby recover the mayorship of Mérida, which at the time was perceived mismanaged and dark maneuvers by his main political rival: the PRI.
