A post-pandemic campaign that turned the team effort and trust built during the hardest years into a brand narrative — reconnecting inactive clients and strengthening ties with active ones across 14 countries.
Key art · "Un Legado que Tejemos Juntos" · Lafayette Uni For Me · 2024
When things got difficult globally, Lafayette's teams kept working. They adapted, maintained quality, and supported their clients through uncertainty. By 2024 the company was stronger than before and that story deserved to be told. Some clients had stayed. Others had stepped away. The campaign gave them a reason to come back.
"Instead of talking about the product, we talked about the people. The workers who kept Lafayette going became the protagonists of a campaign built on trust, not promotion."
Campaign narrative arc · 2020 to 2024 · communicated across 14 countries
The most important decision was the name: "Un Legado que Tejemos Juntos." A statement of shared purpose that unified every piece of the campaign. Key art, documentary video series, infographic system, multiformat adaptation across every channel and country.
Real people from the production chain as protagonists. Documentary style, same visual language across all 8 videos, closing with the campaign tagline as signature.
Video "Calidad" · documentary style · dual format
Production chain infographic · multiformat
Phase 01
The name, tone, and narrative arc. A campaign built on a shared story, not a product claim.
Phase 02
Key art, infographic system, and documentary video series with real people from every stage of the production chain.
Phase 03
Deployed across Meta, YouTube, Google Display, WhatsApp and email. Adapted per channel, unified in voice and visual.
5x
Return on campaign investment
14
Countries reached across 5 simultaneous channels
8
Documentary videos in dual format
9 mo
From concept and naming to campaign close