The Problem
After a long year of work, most Uruguayans dream of getting away, but international destinations often steal the spotlight. Domestic tourism lacked emotional pull, and traditional campaigns felt too predictable to inspire a fresh look at local travel.
The Insight
Sometimes, the beauty of your own country is hiding in plain sight.
The problem wasn’t the destinations — it was how people were seeing them.
We needed to shift perception by showing that even within the most mundane, everyday spaces… there’s a hidden vacation waiting.
The problem wasn’t the destinations — it was how people were seeing them.
We needed to shift perception by showing that even within the most mundane, everyday spaces… there’s a hidden vacation waiting.
The Story We Told
We turned the most boring tool in the office — Microsoft Excel — into a window to Uruguay’s natural beauty.
Instead of polished travel brochures or Instagram-style shots, we built pixelated landscapes entirely out of Excel spreadsheets. Every cell became a brushstroke; every image, a quiet protest against endless workdays.
Each print featured an iconic Uruguayan scene rendered within the constraints of Excel. The headline said it all:
“A year of work calls for a vacation. Enjoy it in your own country.”
“A year of work calls for a vacation. Enjoy it in your own country.”
It was a reminder that when life becomes just another spreadsheet, it’s time to log off and look around.
The Outcome
The campaign struck a cultural chord by breaking category expectations.
It became one of the most shared tourism ads in the country, earning organic media coverage for its unconventional execution. More importantly, it inspired Uruguayans to see familiar places with new eyes — not through pixels or formulas, but in person.
It became one of the most shared tourism ads in the country, earning organic media coverage for its unconventional execution. More importantly, it inspired Uruguayans to see familiar places with new eyes — not through pixels or formulas, but in person.
Ojo de Iberoamérica 2012, Bronce / Recreation, Travel and Turism.
Campana de Oro 2012 / Print campaign
Campana de Oro 2012 / Print campaign
Client: Ministerio de Deporte y Turismo Uruguay
Angency: Young & Rubicam Uruguay
ECD: Diego Lazcano
Creative Director: Juan Cardeillac
Copy: Martin Rumbo
Art Director: Martin Coppola
Account Supervisor: Jorge Colotta