The pandemic hit every industry, and people lost jobs across the world because of the lockdowns. My internal client, the sales department, wanted to send a message to all the unemployed people, offering them an opportunity to do something with the time they now had in their hands and to change their life around.
To solve this creative problem, I worked on an idea that was very appropriate for the times we lived in: Fluye {“Flow” in English}. Water flows because it can adapt to any obstacle in its path, and it’s the same with us as people; to flow, we must adapt to the circumstances laid in front of us.
I created four master graphics from the core concept, each aimed at a predefined buyer persona representing our ideal target audience; after all, we tried to attract new people as distributors.
In addition to digital, I proposed to put the campaign where our target is in the real world: bus stops, busy streets, and the subway.
