DDB Mexico’s Data Tienda Wins 2 Grand Prix
DDB Mexico’s Data Tienda for WeCapital won two lauded Grand Prix accolades at the Cannes Lions 2022 Festival of Creativity.
The campaign was lauded as an exemplar of harnessing the power of data to create a modern solution for an old problem.
A large majority of women living in Mexico have no credit history, according to data cited in the campaign’s case study, thus “Data Tienda” created a way for these women to build bank-recognized financial data from pen-and-paper bookkeeping. WeCapital’s program allowed users to input the information for local businesses where they’d been participating in pay-later shopping for their lifetimes, then sending simple forms to those shopkeepers to fill out. That database then populated the previously unreachable data into a credit score, allowing women in Mexico to take out loans.