London International Awards
2022 Winners and Finalists
Grand LIA
Creative Use of Data
| Entrant: | DDB México, México |
| Brand: | Gahr WeCapital |
| Title: | "Data Tienda" |
| Corporate Name of Client: | Gahr WeCapital |
| Corporate Name Company: | Gahr WeCapital, México |
| Client President: | Ricardo Vázquez Poch |
| Agency: | DDB México, México |
| Agency Chief Executive Officer: | Juan Isaza |
| Agency President: | Juan Carlos Ortiz |
| Chief Creative Officer: | Diego Ortiz |
| Creative Directors: | Rodrigo Alonso Zúñiga/José Hernández/Marcos López/Gerardo Méndez/Chantal Silva |
| Agency Director of Integrated Production: | Vianey Moreno |
| Agency Producer: | Jesús Almazán |
| Agency Programmer: | Roberto Vargas |
| Agency VP of Strategic Planning: | Sergio Briseño |
| Agency VP of Operations: | Montserrat Villafañe |
| Agency CFO: | Silvana Carreño |
| Production Company: | LaDoble, México |
| Production Managing Director: | Francisco Alejandro Ruiz Martínez |
| Senior Executive Producer: | Nico Spinosa |
| VFX Company: | Studios Machina, Colombia |
| VFX Producer: | Camilo Lucena |
| Music Production Company: | Studios Machina, Colombia |
Description:
Millions of low-income women in Mexico are unable to become entrepreneurs because they do not have access to bank credit.
According to the Comisión Nacional Bancaria y de Valores (National Banking and Securities Commission), 83% of them don’t have a “credit history” so their loan applications are rejected.
Paradoxically, they are women who have received loans from neighborhood stores all their lives, so, they have a long credit history.
Datatienda.mx collects this information from the neighborhood businesses and uses it to create a credit history that secures them with the banks and allows them to obtain micro-credits, financial inclusion, and economic autonomy.