Rebrand The Game
Legacy of football is something that anyone can recognize,
but when you have to include the most American brand in
the most famous European sport, then you have to break the
TIE down to explain it.
A wonderful book made with very close friends
and colleagues. They were the artists, I’m just the storyteller.
HIDDEN KEGEL
Too many brands promise confidence to their customers — but those promises
often fall flat when it comes to bladder leakage. So we flipped the formula:
instead of attaching confidence to a product, we promoted real confidence
through Kegel exercises.
While people work on healing for good, our product supports them along the way.
Because true confidence doesn’t come from a product — it comes from within.
often fall flat when it comes to bladder leakage. So we flipped the formula:
instead of attaching confidence to a product, we promoted real confidence
through Kegel exercises.
While people work on healing for good, our product supports them along the way.
Because true confidence doesn’t come from a product — it comes from within.
#TurnYourBack
These are tough times for real beauty, and things got even worse when AI filters entered the scene. Partnering with Dove, we stood up for younger generations against toxic beauty standards. In the bravest imaginable way, we challenged TikTok, pushing them to the brink — and ultimately forcing them to ban certain filters for underage girls.
Aim High
I always say to my friends that if they are going to do something they should aim high.
Maybe, who knows, the universe gives you exactly what you ask for.
I’m glad Burger King believed in this too.
Maybe, who knows, the universe gives you exactly what you ask for.
I’m glad Burger King believed in this too.
PRIDERS
Covid sucks. But it gave me the opportunity to do something
remarkable for the collective of love. Even when people couldn’t
show their pride in the streets, our flags, colors, and joy captured
the attention of the city that hosts Europe’s—and now the world’s—
biggest pride parade.
I’ll always be grateful to Burger King for making this happen.
remarkable for the collective of love. Even when people couldn’t
show their pride in the streets, our flags, colors, and joy captured
the attention of the city that hosts Europe’s—and now the world’s—
biggest pride parade.
I’ll always be grateful to Burger King for making this happen.
Biggest Mistake
Spain is a country where small talks are about complaining, very lovely.
So, in the five years I worked for Burger King at David Madrid we had to handle a lot of complaints of costumers
about the innovative services the King of the grill brought to them. Ironic, but it was the first step for a clever campaign.
All the team was happy with the results, especially the client, who finally got the three metals at the Effies Awards. I felt so pleased.
So, in the five years I worked for Burger King at David Madrid we had to handle a lot of complaints of costumers
about the innovative services the King of the grill brought to them. Ironic, but it was the first step for a clever campaign.
All the team was happy with the results, especially the client, who finally got the three metals at the Effies Awards. I felt so pleased.
“The flesh is weak. This is the beginning of the vegetal era.”
Rumors...
Word of mouth can be very powerful, it can even be an ad.
FIRE
There was a time when Burger King had a deluxe brand. So, we launched it highlighting their deluxe ingredient.
Prejuices by Chialdini
“Sinfonica de Colombia” is one of those brands that when you start working with them they aren’t open for the next step.
But hey, it’s truly amazing how the power of the ideas can switch on the creativity on the minds of those who weren’t believers.
Here’s a powerful rebrand for them, that pushed forward the way they perceived themselves, using the transforming power of music.
Years later after this project was launched, other agency in Germany did exactly the same and they won a lot of Cannes Lions with it.
I think that was a lesson for everyone in the team, to believe in the greatness of the ideas. We changed the mind of a client, that’s a miraculous reward too.
This is how the word CLASSIC looks like at 344 HERTZ. Music can transform any prejudice.
Abuse Disclaimer
Domestic violence is a deeply rooted issue in my country, Colombia.
One of the major causes is excessive drinking. So, together with Águila — one of the biggest beer brands in the country — we took responsibility and did something that had never been done before.
It marked a new era for the brand, taking responsible drinking to the next level.
Here’s the idea that brought home my first Cannes Lions.