Gut lifts Mobile trophy with World Cup push notification

GUT Buenos Aires has won the Mobile Grand Prix for ‘World Cup Delivery’, a simple but inspired creative execution on behalf of online food delivery firm Pedidos Ya. The campaign was launched on the back of Argentina’s success in the FIFA World Cup 2022. Having won the competition, fans back home had to wait for the trophy to be sent to the country for a national celebration.

In a cheeky and unexpected move, Pedidos Ya sent a push notification to its customer base informing them when the trophy was in transit. After the initial surprise of receiving an unwanted message, customers bought into the idea and tracked the trophy all the way back to Argentina.

Jury President Shannon Washington, US chief creative officer, Connected Communications, R/GA, said there was “a lot of jealousy in the jury room for a brilliant idea that involved a form of communication most of us don’t like to receive — notifications. It would take a lot of bravery to sell that idea into the client.”

Washington added that changes to the category meant there was a more diverse range of work than in 2022.

Themes that emerged in the competition were “purpose, simplicity and connection.”

As well as the Grand Prix for Argentina, two Gold Lions were also awarded to France and Brazil.