The PRWeek Global Awards are always eagerly anticipated and celebrated by the team at Sherlock Communications. Receiving global recognition is a significant achievement for us, as it also signifies that Latin American culture is gaining increasing recognition worldwide. It’s the result of our commitment to embracing international clients with a local cultural perspective.
This event stands as one of the most prestigious in the field of public relations, honouring professionals and campaigns that creatively and innovatively address current consumer and business trends and needs.
On 15 May, our colleagues Neuza Nascimento, Alejandra Moreno, Gabriela Amábilis, Isabela Guaraldi, Justin Axel-Berg, Maria Amélia, and Victória Souza, along with our co-founders Alasdair Townsend and Patrick O’Neill, represented us all at the Jumeirah Carlton Tower in London.
In 2025, we proudly took home the awards for Best Agency in Latin America and Product Brand Development for the campaign “A Musical ARvolution in Mexico” (Snapchat), as well as a Highly Commended recognition for Global Professional awarded to our co-founder, Alasdair Townsend.
Behind the campaign “A musical ARvolution in Mexico”
At Sherlock Communications, we consistently emphasise that Latin American culture is not homogeneous but rather a mosaic of diverse origins, histories, realities, and customs.
Such diversity necessitates extensive study, research, dialogue, and relationship-building. Beyond professional expertise, we must understand what each audience values, aspires to, and identifies with—and, of course, where to find them.
Starting from this understanding of the specific preferences of Mexico’s Generation Z and Millennials, we discovered an effective way to connect the Snapchat brand with these audiences.
We observed that many young people and adults heavily consume music streaming services and consider attending concerts and music festivals as one of their main forms of leisure.
This presented an opportunity to highlight the brand as a tool to make these moments more enjoyable through the app’s features, which enable numerous ways to authentically capture life. Especially with augmented reality accessories that make everything more amusing, cool, and playful.
After all, music events provide a comfortable environment where everyone can express their authenticity freely and without fear of judgment.
However, for Snapchat to be present in these moments, it was essential to engage with local production companies. Our team in Mexico proposed a partnership with OCESA, a major organiser of concerts in the country, bringing together the audience we aimed to reach.
The partnership with OCESA strengthened Snapchat’s presence at festivals such as Tecate Emblema and Corona Capital, reaching over 618,000 attendees and generating 278 media publications. The innovation with AR Lenses and interactive mirrors we introduced at these events went viral, enhancing the experience.
We also leveraged collaborations with local influencers and participated in technology sector forums, in addition to hosting a charity dinner and appearing on the programme La Resolana (TV Azteca), securing mentions in renowned outlets like Infobae, Xataka, Bloomberg Línea, Expansión, Paréntesis, and Geekzilla, opening new opportunities for Snapchat in the country.
“The recognition from the PRWeek Global Awards highlights our team’s dedication and the measurable impact they deliver for clients in Latin America. We thank our clients for their continued trust in our partnership and look forward to progressing at the same pace in the coming year.”
— Alasdair Townsend, Partner and Co-founder of Sherlock Communications
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