Mexico or Checoland?
Sergio 'Checo' Pérez is not only a famous Formula 1 driver but also the face of countless brand advertisements in Mexico. It’s common for celebrities to promote products, but Checo’s case is out of this world. He has endorsed a wide range of products, including burgers, beer, motor oil, oatmeal, granola, tequila, shampoo, coffee, sneakers, snacks, floor cleaner, hair gel, popcorn, and many more.
He’s got almost almost anything, just like Uber Eats.
Checoland Uber Eats
Turning every Checo ad into an Uber Eats ad
We took over every campaign featuring Checo currently running in Mexico and added an Uber Eats ad in every form of media—from OOHs, bumper ads, banners, and stories. To do this, we placed one of our ads next to Checo ads, replicating the same pose, elements expressions and products. We did this strategically during the week of the Mexican F1 GP, when Checo ads are most visible on every Mexican street.
Redefining Partnerships
Uber Eats hijacked Checo Pérez’s omnipresent ads during Mexico’s biggest cultural moment and turned the traditional sponsorship model on its head. Instead of just featuring a celebrity, we mirrored Checo’s actual endorsements to make a bold, relevant statement: If Checo promotes it, Uber Eats delivers it. Through various media placement, humor, and cultural timing, the campaign blurred the lines between Checo’s world and Uber Eats’ offering, reframing the brand from a food delivery app to a platform that delivers almost almost anything.
Get almost almost anything Checo sells
In the spot directed by Maxi Blanco and produced by LANDIA, we turned Checo’s classic OOHs into the main characters, making them go head-to-head with Uber Eats to see who’s got more products. The spot quickly went viral among Mexicans on social media and aired during the month of the Mexican Grand Prix, when Checo’s ads are at the peak of their visibility. Fun fact: we didn’t name the campaign—people did. After seeing tons of comments like “I’d love to live in Checoland,” the name stuck. That’s how Checoland was born.
Checo Store
We implemented an in-app activation by launching the “Checo Store,” a section where users could get almost almost anything Checo was promoting during the event. If Checo was endorsing burgers, beer, and tequila to shampoo, sneakers, snacks, coffee, floor cleaner—even the craziest product you can imagine—you could order it on Uber Eats.
Shortlist Brand Experience & Activation [2025]
Gold Out of Home [2025]
Wood Pencil Media [2025]
Bronze Out of Home [2025]
Merit Out of Home [2025]
Gold Influencer and Talent [2025]
Silver Brand Building [2025]
Agency: Wieden+Kennedy
Chief Creative Officer Latam: Rodrigo Jatene
Chief Creative Officer: Jessica Apellaniz
Creative Director: Alejandro Rattenbach, Emiliano Cortez
Creative Copywriter: Alfredo Kraiselburd
Art Director: Nicolás Roldan
Production: LANDIA
Director: Maxi Blanco