McCann Lima Creates Useful Billboard for Sodimac Homecenter

By Erik Oster 

McCann Lima launched a different kind of OOH campaign for Sodimac Homecenter, offering tired drivers on he Panamericana Sur Highway some much needed respite. 

One in every three road accidents in Peru is due to driver fatigue and the long stretch of road from Lima to the Chilean border, which passes through flatlands crowded with billboards and doesn’t offer drivers anywhere to stop and recharge is a leading contributor. So McCann Lima and Sodimac Homecenter decided to created a billboard surrounded by a rest stop, complete with 24-hour security, a one-car garage decorated to look like a bedroom, a Wi-Fi connection, sleep masks and other amenities. Tired drivers who stop there will undoubtedly be greatful for comforts of home provided by the brand and likely remember Sodimac Homecenter when they need something for their house. The campaign finds the brand providing a real useful service to drivers that, given how common fatigue-related road accidents are in the are, could even save some lives. Even drivers who don’t stop may remember the brand for providing the only potential rest stop for miles (excuse me, kilometers). It’s not the first useful billboard we’ve seen, or even the first in Peru, but McCann Lima and Sodimac Homecenter still deserve some kudos for finding a way to advertise while actually helping drivers. 

“Every summer there is a fierce dispute among advertisers to get a spot along the highway, making it sort of a  Peruvian Super Bowl ad battle,” McCann Lima creative Alvaro Soto explained to Adweek. “Sodimac Homecenter is a home improvement store, which firmly believes in its concept: ‘Do more.’ Inspired by it, we thought, ‘Why don’t we transform our classic billboard on a place to sleep … so that drowsy drivers have a place to rest as they do at home, and so, prevent these highway accidents? That’s how we ‘Did more’ with our billboard.”


Client: Sodimac Homecenter
Agency: McCann Lima
CCO: Mauricio Fernández Maldonado/ Nicolás Romanó/ Christian Caldwell
Creative Directors: Jomi Rivera / Erick Galván
Copywriters: Alvaro Soto
Art Director: Kevin Contreras
Graphic Designer: Luis Veliz
CEO: Max Gutierrez
Account VP: Andrea Roselló
Account Director: Mirjana Slavkovic
Account Executive: Daphne Kizner
Account Assistant: Sandra Velasquez
Strategic Planner: Alessandra Noceda
Production: Carla Dextre
Production House: Saturno
Post Production House: Highend
Audio House: Audiosuite
Media Agency: Starcom
Billboard Implementation: Petty