Essential Costa Rica
We developed the first graphic campaign of the country brand aimed at Costa Ricans.essential COSTA RICA is our country brand, in this way Costa Rica projects itself to the world, fully promoting tourism, investment and exports, hand in hand with Costa Rican culture and idiosyncrasy.We had the opportunity to develop and conceptualize the graphic campaign inspired by the concept that each Costa Rican is an ambassador of the good, positive, and outstanding things of our country, such as landscapes, biodiversity, innovation, and culture.
The essence is you...
We started a positioning in the national public under the motto "The essence is you, we are all essential COSTA RICA". The objective was to publicize the country brand campaign through talks in educational centers, chambers of commerce, business meetings and training in different institutions. In addition, there was a presence in important events at the national level: San José Half Marathon, Telethon, Special Olympics, Robotics World Cup, International Design Festival and VALOARTE with dissemination through content on social networks, media and companies.
360 exposure
The concept was finally embodied in a website where the campaign information, graphic materials, a TV commercial and downloadable objects were hosted.
The exhibition was carried out and materialized in traditional and online media.
Digital interaction...
To empower the “Ticos” and generate a feeling of belonging, “avatars” were generated with the silhouettes, where people could put their own images, landscapes, textures, among others, and thus an interaction was generated with the hashtag #SoyCostarica. The campaign then had better organic spread among Page followers.
Campaign copy: Madison DDB
Art direction and graphic concept: Gitanos
