Conceptualization and design.
KR was close to turning 30 years in the market and needed to show a new personality that would allow it to connect with generation Z. The challenge was to stay current and continue to grow in a highly competitive market. The communication strategy was based on associating the originality of the target with the brand, showing ordinary people full of energy and spontaneity that symbolize the brand’s personality and values.
The campaign was deployed in all media, especially digital.
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