Print & ambient*                                                                                                                              Impressos
#RacismoNeon Neon Racism is a poster campaign that ​was placed in various neighbourhoods around Mexico City with over 4,000 posters that have appeared challenging the advertising community to produce less racist messaging. With headlines such as “Whites are 10% of the population but are in 70% of the ads” or “If advertising reflects society, then advertising is racist”, in this project I  set out to draw attention to racism in Mexican advertising.
Some Mexican brands choose to feature light skinned models to represent their Mexican products, ranging from beer to designer clothing. This so-called “aspirational advertising” has become common practice for most advertising agencies in Mexico.  I want agencies to realise that they are re-enforcing racist and colonial thinking by selecting models with light skin to appear in the majority of advertising messages. This activist campaign is part of my  PhD research into decolonising advertising. 
ARTICLE CONTINUES HERE 

Translations in English.
-If advertising reflects society then advertising is racist
​-Advertising only reflects indigenous culture in charity ads
​- If People of colour (Morenos) are 80% of society then why are we not in 80% of the ads
​- "I want blue eyes so I will buy these crisps' (quote from book)
​-" Consumers dream of being white even though they are brown" (quote from book)
​- Why do ads favour light skinned models and the American lifestyle?
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ESPAÑOL aqui 

Alka Seltzer 

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Client: Bayer
Product: Alka Seltzer
Agency:  BBDO 
Medium: Billboard, bus poster
Awards: Part of most awarded ad campaign in Mexican History. Cannes. London LIAA. 
New York Festivals. FIAP. Ad Age Global. Bienal de Cartel. One Show and many others. 


Client: Common Sort. Vintage Clothing
Agency:  Grey
Medium: Poster
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Client: Wyeth
Agency:  Y&R
Medium: Poster placed on street corners outside pharmacies,  then ripped.
Awards: Cannes. Best of Show Mexican Circulo Creativo, ASPID and others.



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Client: Salvation Army Canada
Agency:  Grey Canada
Medium: Bus Poster
** Part of Salvation army Christmas drive, over $21 million raised in 6 weeks

Client: EFFEM
Product: Snickers
Agency: BBDO
Medium: Magazine
Awards: New York Festivals and others.




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Client: Berlitz
Agency:  BBDO
Medium: Newspaper
Awards: Cannes and others.


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Client: Bayer
Product: Autan insect repellent
Agency:  BBDO.
Medium: Magazine
Awards: New York festivals. Mexican Circulo Creativo. ASPID and others.


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Product: Nicorette
Agency:  BBDO.
Medium: Ambient/Guerilla
* Lighter filled with water and handed out on National No Smoking Day.


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Client: United Nations
Agency: YR
Media: Ambient/Guerilla
Awards: London LIAA and others.



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Product: Tabassco
Agency BBDO
Medium: Poster
Awards: New York Festivals and others.


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Client: Bayer
Product: Alka-Anti Gas.
Agency:  BBDO
Medium: Bus Poster
Awards: Best of Show Billboard awards, Clios, New York Festivals, 
Mexican Circulo Creativo, Ad Age Global and others.

*Carl Jones was Creative Director on work shown.


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Emirates International Poster Festival (EIPF) 2019

The first EIPF,curated by Dr. Najat Makki and Prof. Arafat Al-Naim, brings together the work of leading designers from around the world to celebrate “The Year of Tolerance” and share the values of tolerance, coexistence and openness.

Carl's poster was selected to be part of this groundbreaking exhibition. 

The exhibition opening was  7pm on November 11, 2019 in the U.A.E..
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