to trust is to listen
feel. wonder.BELIEVE.
The
Book ofSecrets
BIRTHING
G
In 25 years, this once small agency has evolved into an indescribable category: with what is quite possibly the lowest employee turnover rate in the industry unhindered by the effects of relentless expansion and a steady influx of a diverse clientele success that’s undeniably tied to a progressive vision creating a niche for innovative concepts that embody a recognizable style
a brand.
Implementing proactive initiatives characterized by uninhibited creative potential, this agency roams uncharted territories. Its members form a different species; a wild breed with a heightened sense of perception and an obsessive need to fulfill the materialization of each client’s potential through creative and sometimes unconventional means.
We believe a hands-on relationship with every client will generate an interdisciplinary approach that guarantees meaningful and measurable results. We aim to fill in the gaps between what is, and what could be. We ascend achieving the impossible. We will never turn down a challenge. We inject creativity into the mundane; we become obsessed. We invest too much. We are too passionate, too driven. We work too much… we are insane. We won’t stop working. We are disciplined, hardworking, perfectionists. We are not publicists. We are addicts. This is not our job, but our lifestyle.
It is in our nature. It is who we are. Trust. Use our obsession. Achieve your goals. Rid yourself of limits… for we have none. Set your bar high; and we will make it soar.
Believe.
theBelievers
teresuårez To see what’s invisible and find, in every struggle, the hidden promise of a new, remarkable idea. To never tire of that ever fruitful search defines her life.
lisarivera Competitive. Hands-on. Too passionate to stop that hunt for the opportunity where a client will gain an edge.
raúlcosculluela An artist or a politician? Perhaps a warrior‌ or a philosopher. A chef? Infinite possibilities roam in the interior landscapes of a 21st Century Renaissance man.
rosaritogrillasca
alicequilichini
Well practiced in the art of achieving the impossible. Conqueror undefeated that masters the discipline of peace.
Sagittarius: half man, half horse, pointing high toward the sky‌ To children of a sign that rules international communication, success comes easy simply because they believe.
luisrivera A silent sage whose highly resonant electronic structures keep the music inside with utmost difficulty. The perfect crossbreed between a technology guru and a creativity engineer.
jeanpaulmir贸 True genius is figuring out how to eat, drink, sleep, and breath that joy of mastering design. And then some.
marieaponte
patricianoble
Silent and invisible, the faith whisperer shuns away demons and ghosts without detaining the rush of figures that come out of the shadows to be basked under her light.
Hard work and a focus on proper form and technique. Born to be an athlete and moving efficiently with power and precision, her extra mile counts for 10.
maruchisu谩rez Children growing out of flowers. Words that become birds. All things are beautiful, touched by the dreamer of design.
suaniarodríguez
keiladíaz
Like a princess unafraid of the wheel of time spinning away, the artisan of solutions stands convinced that a multitude of gnomes, goblins, and yes, even giants, will heed her command.
Creator of destiny and guardian of the gate. Loyal to the vow of liberating only the unspoken message.
sorimarcotto
zulygarcía
Controller of the wild winds. Unafraid of threatening hurricanes. Precursor of strength, speed, and might, there is always a wall where the roaring seas must bow.
The flip turn, a somersault in the water where you flip and turn using your legs to powerkick off the wall, when completed properly is fast, efficient, and time-saving. If you’ve ever watched Olympic swimming, you know the life of a producer.
campa
aigns
A SELECTION
Decisions Advertising campaigns for Popular Mortgage seek to strengthen the relationship between the institution and its clients, demonstrating that they know and understand their clients so well that they are able to offer the best options at the time of applying for -or refinancing- their home mortgage loan. This campaign is no exception. Every day we all make decisions, some more important than others, from what shirt to wear to whether having dinner with your parents or staying late hours at work. Which movie to see. Taking the expressway or the toll-free road. Thus, from small and big decisions, we make our day, our week, our life…
Naturally, the decision of buying a house or refinancing your mortgage loan is a significant one, and Popular Mortgage reaffirms the client’s power to decide by adapting “Decisiones” (Decisions), a well-known hit from renowned Latin American songwriter Rubén Blades, and interpreted by three of our most popular performers from three different generations: Cheo Feliciano, Ismael Miranda, and Víctor Manuelle. And was this ever a hit!
DESDE SAN JUAN SE VE EL FUTURO HAZ TU HOGAR AQUÍ
From San Juan you can see the future Adding new population to San Juan is one of the goals of the Santini administration. In this regard, The Walkable City is perhaps the most significant project due to its impact on many aspects of the local economy, and represents a new vision of the City, one that enhances its beauty and preserves historical landmarks, while refocusing and redefining its economic activity. Starting with the restoration of the cobblestone streets in Old San Juan to then show a light-rail train that will take passengers right into the Old City, the campaign reveals what this new vision will bring : the first dolphin cove in Puerto Rico, a new Equestrian Center, the recovery of our shoreline through the construction of a
boardwalk... All, to gasp the audience and get more people to move to San Juan. And since not all of this has been built yet, we look at the future through the imagination of a kid who is magically surrounded by lights that take him into the new world that our Capital will become. The slogan, “From San Juan you can see the future”, refers to the fact that what is portrayed is not yet a reality while, at the same time, rightfully placing San Juan in a position of leadership as Puerto Rico’s Capital City: the place where you first experience the promises that the future holds.
Nuevo
No es locura, es obsesi贸n.
A los 40 meses de edad instalé mis primeras 40 bombillas, ahora tengo 40 “chandeliers” y 40 millas por galón.
Tengo 40 bicicletas...
Tengo 40 gatos.
Tengo 40 pares de zapatos.
In the digital era in which we live and with the infinite amount of information that we re exposed to, it is more and more challenging to catch and retain consumers’ attention. Likewise, the car industry is oversaturated with ads that claim to offer the same: great design, features, and innovation. Thus, making a unique statement that sets us apart is more important than ever.
vehicles. How to make our 40 miles per gallon stay in the consumer’s mind is, thus, our greatest challenge -not to mention setting ourselves apart from the rest!
On the other hand, the high price of gas has consumers searching for fuel-efficient vehicles. The newest Kia Rio offers 40 miles per gallon, which is obviously a great selling point. There’s only one problem…
It’s not madness, it’s obsession.
Just like Kia, other car makers are launching fuel-efficient
This is how we developed our eccentric character, a man with a number of characteristics that make him memorable and who wants to have 40 of everything.
y 40 millas por gal贸n.
Nuevo
No es locura, es obsesi贸n. kiapr.com
DIGNIDAD Y RESPETO POLICÍA DE PUERTO RICO
DIGNITY & RESPECT Treating each other with dignity and respect was our basic message, and all the executions presented a police officer side by side to a civilian in order to establish them as equals. Real people told their own stories in their own words, helped reinforce the fact that we are all doing the best we can. Why? Because of bad press in relation to the high incidence of crime in Puerto Rico and accusations of police corruption and/or brutality, which called for a campaign to restore the image of the Police Department. In order to meet our objective, the following points were addressed in the campaign:
1. Bring out their human side 2. Theirs is a tough, high-risk job, generally underpaid 3. Public service is a vocation 4. Encourage dialogue instead of confrontation 5. Highlight the importance of duty 6. Disclose hard facts The campaign proved successful in developing empathy and understanding on the part of our audience, while building up morale and motivating the force to bring out their very best.
Ponemos lo que hace falta. POPULAR AUTO
We provide what you’re missing Popular Auto made a come back with a campaign based on the fact that they’re not in the business of selling cars, they facilitate the purchase. That’s where the concept “We provide what you’re missing” comes in, literally referring to the vehicle and also to the service offered by the institution: great financing, swift processing, expertise… Graphically, through photos where you never get to see the car, Popular Auto positions itself as the solution to a client’s transportation needs. Each photo tells a story while presenting a variety of clients. From the businessman stuck in morning traffic to the soccer mom driving the kids all day long, these photos give us everyday life as we know it. Bottom line, the message is clear: We all need transportation to move on. And for all of us, the solution is Popular Auto.
TOP
se
ellers
Client: Popular Mortgage Case Study: Brand Positioning RKET SHARE MA
32%
1999 - FIRST CAMPAIGN WITH TERE SUÁREZ
RKET SHARE MA
28%
1
INDUSTRY RANKING
RKET SHARE MA
13%
1
$1,283.8M VOLUME
INDUSTRY RANKING
RKET SHARE MA
18%
2
$1,526.5M VOLUME
INDUSTRY RANKING
RKET SHARE MA
6%
12 $300.8M
INDUSTRY RANKING
8
$1,440.6M VOLUME
INDUSTRY RANKING
$763.8M VOLUME
VOLUME
1998
2000
2007
2009
2011
1999 “Esencia de la vida”
1999 “Más millas”
2000 “Doblemente fácil”
2001 “El valor de la vida”
2002 “Momentos”
2003 “Yo tengo ya la casita”
2004 “Yo tengo ya la casita II”
2005 “Mis clientes mi gente”
2006 “Si lo ves dondequiera”
2007 “Historias”
2008 “Déjalo en nuestras manos”
2009 “Haz el ejercicio”
2010 “Testimoniales: Impulso a la Vivienda”
2011 “Decisiones”
2012 “Eres”
7,002
Client: Kia Motors Case Study: Brand Penetration
Cars sold
Kia partners with Tere Suรกrez
51.3% Overall Growth
6 5,570 Cars sold
48.9%
Ranking in auto industry
7.6% Market Share
Overall Growth
3,069 Cars sold
46.5%
8 Ranking in auto industry
6.1% Market Share
Overall Growth
2,038 Cars sold
11 Ranking in auto industry
2008
10 Ranking in auto industry
4.0% Market Share
2009
2010
2011
2009
“Security” Sedona
“Enjoy life” Rio
2010
“Soul Rocks” Soul
2010
“Feel the drive” Sorento
“Family-like care” Service
2011
“Awake your Soul” Soul
2011
“There’s always one” Rio Campaign
2012
“It’s obsession” Rio
“Turn me on” Sportage
As part of the efforts to reduce widespread violence in Puerto Rico, the Legislature passed an amnesty law granting protection from investigation and/or prosecution to those who surrendered arms, whether legal or not, during a specific period of time. Being armed is the first requisite to kill, so the objective was to remove as many arms as possible from circulation. The primary target for this campaign are the young hit men (“gatilleros�) who tend to go on killing rampages where innocents die simply because they were in the wrong place at the wrong time. Also target are small time crooks who break into homes to steal and end up killing their victims. Because these people will only listen to their own, inmates in a maximum security prison acted as spokesmen for the campaign, telling their real stories in their own words, and urging the surrender of arms as opposed to ending up like they did. Print ads in major circulation newspapers gave the list of places where arms could be surrendered. The results far surpassed everyone’s expectations.
GOBIERNO DE PUERTO RICO
ENTREGA DE ARMAS. LIBERTAD PARA LA VIDA.
“ESTÁS A TIEMPO. COGE ESTE MENSAJE Y SUELTA LA PALOMA.” Moisés Hernández Complejo Correccional - Institución Máxima Seguridad Las Cucharas, Ponce
12
Client: Puerto Rico Police Department Case Study: 2012 Firearms Amnesty
Total amount of firearms handed in during the 2004 Amnesty (90 day period)
1,999 Total amount of firearms handed in during the 2012 Amnesty (90 day period)
60 Amount of days that the campaign ran
30
193
158
238
135
150
108
204
317
132
85
69
68
108
0
0
2
1
0
Firearms handed in by week MEDIA PLACEMENT PERIOD
TV Campaign
Press Campaign
The Results
digital
DID WE MENTION OUR
lDEPT?
The Capital City Online Graphically, it’s a breakthrough in terms of government websites. Interactive to the point you can request practically any service you may need. Newsworthy, especially during election year where even events sponsored by City Hall cannot be promoted without great difficulty. This site receives over 30,000 unique visitors per month.
Revlon breaks the clutter At a time when most (if not all) cosmetic brands had rudimentary static web pages, Revlon flaunted a fully-animated, beautifully designed site.
yotengoyalacasita.com This was the first time ever that the name of a campaign was used as website address, something that everyone else is doing now. In those early digital-era days, getting visits in excess of 30,000 was another breakthrough. The campaign still remains top in unaided awareness.
specialM
MISSIONS
grand opening VIP event
BEST BUY
Ant onio Mart orell 2 3 0
T E C H N O L O G Y
A S
B E S T C A L L E F E D E R I H A T O R E Y
A R T
Best Buy, the Best Buy Logo, and the Ta Enterprise Services, Inc. in the Unite
B U Y C O C O S T A P.R. 0 0 9 1 8
# 1 1 1 8
T E C H N O L O G Y
A S
A R T
ag design are trademarks of Best Buy ed States and/or other countries.
T E C H N O L O G Y A S A R T PRE- O PENING EV ENT AND A SILENT AUCTIO N T u e s d a y, F e br u a r y 2 6 , 2 0 0 8 5 : 0 0 -9: 0 0 p . m . B e s t B u y i n Ha to Re y TM
As part of the exclusive Pre-Opening of our first Best Buy store in Puerto Rico, true collection pieces, inspired by the most advanced electronics technology and created by renowned Puerto Rican artist Antonio Martorell, can be acquired by a silent auction, with proceeds going to San Jorge Children’s Foundation As one of our distinguished local clients, we are inviting you to join us and participate in this unique event.
SAN JORGE
We are eager to greet you on Tuesday, February 26, 2008, at 5:00 p.m. at our new Best Buy at 230 Calle Federico Costa, Hato Rey. RSVP 787-250-6248
grand opening
BEST BUY For the grand opening of Best Buy in Puerto Rico, along with the VIP event, we sponsored Olga Tañon’s Comeback Tour, and during the store’s grand opening gave the first 200 people tickets to her concert and access to an exclusive instore held by the artist in one of our stores. Lines at the store started forming since 4pm the day before.
Gran Apertura Best Buy Puerto Rico
showcase of the 2012 KIA RIO in Plaza Las AmĂŠricas
466 Hostos Ave. San Juan, PR 00918 787 250 5555