Virality is no longer measured by shares alone—it is defined by participation, according to Christian Mondragón, senior creative at Casanova//McCann and member of Círculo Creativo USA.
Speaking during the Círculo Creativo USA Session: The Freedom to Create Viral Ideas at Latino US Day during Cannes Lions 2026, Mondragón reflected on how the meaning of virality has evolved in the social media era.
“When we talk about virality today, people don’t just want to share ideas—they want to be part of them,” he said. Drawing from his award-winning “Bullet Pen” campaign in Colombia, Mondragón outlined what he believes are the three essential ingredients of contagious ideas: a simple human truth, a powerful symbol and an easy way for people to participate.
“Participation is especially important in social causes because people need to feel they can amplify the idea and become part of it,” he explained.
The “Bullet Pen” campaign transformed bullets into writing instruments as a symbol of peace. The initiative reached journalists, influencers, Pope Francis and Queen Elizabeth II, and eventually became part of the Nobel Peace Prize Museum collection.
For Mondragón, industry gatherings like Latino US Day also play an important role in fostering creativity.
“PRODU is doing an incredible job bringing this community together,” he said. “It’s an inspiring space where you meet people from different agencies, exchange perspectives and learn from one another.”
He added that collaboration across the Latino creative community will continue to fuel stronger ideas and broader cultural impact.
