We were asked to communicate the rebranding of such a reknown brand like Correos, the Spanish public postal service. So we came up with a simple but effective campaign overarching thought: “If you change a brand that belongs to everyone, you must tell everyone”. And so we did.
We composed a trap song to speak to our younger audience on internet which quickly became viral.
Very quickly CRUZ DOBLE EME RAYA ESPIRAL picked traction both on the internet and on the streets.
We decided to take the internal visual identity guidelines to the general public.
Pics on magazines and newspapers
+ 300 media cover
+ 35 M people reached. We almost reached the whole country population!
+332 M impact during the campaign
ROI: 1,4 M organic assessment
Our campaign became part of Social Media conversation