What needs to be new is the way we look at things

Wallapop is the leading Spanish second-hand tech app with more than 19 million users + 99% brand awareness in Spain, also present in South Europe. For the 2024 Brand Campaign we briefed the external partners for an insightful and human campaign to convert Wallapop in the 1st online shopping option. And as a result a campaign that fights overconsumption breaking a strong believe through a 2nd hand category insight.

Reusing is more present in our daily lives than we thought. However, when we want to buy something we usually think about new products. This campaign is a reflection to promote a more human way of consuming, by changing people’s mentalities. A change that top model Jon Kortajarena has experienced himself in the past few years, collaborating with Greenpeace and refusing to promote fast fashion.

TV Commercial

Out of Home

Case Study 

Editorial Content

Together with the photographer Txema Yeste, we shot 6 photos materializing the pressures that pushed people to consume new things, even if we don’t need it. Via a billboard in the center of Madrid, we offered the photos to the media, daring them to launch a report about conscious consumption. We also launched an Instagram video that reached more than 1.1M organic visits in less than 24hours.  

Team

The good news is that S Moda, the monthly magazine of El País published it.
And this meant appearing for free in the most widely read Spanish-language newspaper in the world!

  • Brand Creative Supervisor & Art Director.
    Supervise the creative campaign with the external partners being the point of contact in Wallapop: coordinating stakeholders, overseeing production, and uphold the artistic direction's quality standards.

    Being a creative in-house working in projects with external partners means influence internally to push the boundaries of creativity.

  • CMO: Olivia Calafat
    Brand VP: Rubén Navarro
    Global Creative Manager: Natacha Cano
    Head of PR & external comms: Cristina Gómez
    Creative team: Ana Seró, Carlos Gómez
    Project manager: Marta Lázaro
    Brand strategy: Adrià Valls, Joana Bernat
    Sr Manager Virality and Social Media: Marta Gui
    Influencers: Manuela Nerini
    Social media: Germán López
    Offline team: Eunice Torres, Alba Hidalgo
    PR Specialist: Elena Custodio

  • Agency: Revuelta + Mono Madrid
    General Creative Direction: Jesús Revuelta, Bitan Franco, Sito Morillo.
    General Manager: Jorge Fesser
    Business Client Director: Aitziber Izurrategui
    Creative Team: Irene San José, Javi Ribas, Rocío Barrio, Nieves López
    Producers: Luis Cristobal, Pablo Senra
    House Production: Garlic
    Directors: Ockham
    DOP: David Lázaro
    Executive Production: Álvaro Gorospe
    Posproduction House: McNulty
    Music: Chaco Music House
    Sound Studio: La Panadería

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