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Alex López Negrete of Lopez Negrete Communications: We’re Excited About Walmart World Cup Campaign
Manuela Walfenzao| 25 de junio de 2018
Alex López Negrete
The CEO of Lopez Negrete Communications, Alex López Negrete, shared the pride the whole agency feels about the Walmart campaign they created to air during the 2018 World Cup in Russia. “We’re very excited about this World Cup campaign for Walmart. They gave us total creative freedom” he said. “We all know the importance we give the World Cup. It’s like a cultural and emotional experience for our audience, but that is no longer enough. The days of ‘the World Cup is here’ are no longer sufficient.”What Walmart decided to do for this year’s international soccer championship was “to push everything related to online grocery purchases.” In alliance with the Heywood media agency, Lopez Negrete Communications worked up a strategy to use every and all the possibilities of this scenario to do something big. “We created a modular campaign that takes into account the teams that are playing each day. We made a number of commercials and will make more as the World Cup unfolds. It’s not going to be the classic situation where at the end of the games you say: “Yeah, yeah, I saw the beer ad and I’m fed up with it,” but instead it is a whole story being rolled out and the client is thrilled. He has given us a huge creative runway and we are very much looking forward to the launch.”
