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