Agency: CCCP-McCann Nicaragua
Client: El Gallo más Gallo
Product: Institutional
Title: “Where the Streets Have no Name”,
Creative lead: Wilbert Carmona
Creative directors: Camilo Guadamuz / Vladimir Espinoza / José Medina
Art Directors: Alejandra Cano / Jorge Nuñez / Norlan Pavón
Planning: Luis Cuadra
Production team: Mosaico Producciones / Asterisco
Client approval: Farah Hannon
Synopsis:
Managua, Nicaragua’s capital city of 1.5 million people, has lacked a system of street signs since the devastation wrought by the 6.2 earthquake that struck in 1972. For the last 45 years, Managua’s residents have guided themselves by using reference points, such as trees, buildings and even referring to places that only exist in their memories, making it mandatory for all visitors and part of the population to ask for directions when walking around in the city.
This unique and surreal aspect of Managua’s life caught the attention of, and inspired, Bono Vox, the lead singer of global supergroup U2, to compose the hit song “Where The Streets Have No Name” after visiting Managua in 1986. The song is the opening track from U2’s smash 1987 album “The Joshua Tree”.
El Gallo Más Gallo, Nicaragua’s biggest home-appliance chain, aware of the social and economic role it plays in the country’s economy, has partnered with CCCP-McCann Nicaragua to create a campaign that has given back to Managua its street signs. The campaign is aimed at rebuilding the confidence of citizens, business and community groups and also serves to show Gallo’s proximity to people all across Nicaragua.