Claro wanted to communicate a powerful and unique offer, to be launched for the first time in Guatemala: Unlimited calls to any telecommunication company. The offer was to be launched only in the territory where the competition is leader, with an aim to winning users. We created a campaign inspired in the chatterboxes of the area. The offer and the campaign did so well that Claro made it national one month later.
My contribution to the campaign began with the arrowhead of the concept, which was to use the iconic chatterboxes of the Guatemalan boroughs, as a media to spread the great news. After working with the creative team in the definition of the concept and message, I created four different key visuals, each representing a different area of the campaign’s scope. When the key visual was approved, I did the art direction for the photography. Next step was to design the OOH campaign which included printed and digital billboards, banners, newspaper ad, etc. I also assisted the art direction in the TV commercial and designed the credits. Last step was to design the POP materials like brochures, flyers, table tents and banners.
