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

In addition to the tv commercial, Jon Kortajarena made a public appeal through his social media and a billboard situated in the center of Madrid, offering his image for free to the magazine that published an article about conscious consumption.

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!

Wallapop is the leading second-hand app in Southern Europe. This means thousands of daily interactions between users — some of which end up becoming pure meme material on the internet: surreal chats about absurd haggling, senseless trades, ghosting, and all kinds of hilarious conversations.

So, how could we encourage our community to use the chat more responsibly?

Among all those memes, one viral trend stood out: turning Wallapop chats into songs. We decided to jump on it — but with a twist: transforming real user conversations into songs, performed by the iconic duo known for their fiery love duets and dramatic back-and-forths — Camela.

To make the campaign feel organic and born straight from social media, we teamed up with internet legend Cabronazi and launched a carousel of AI-generated videos where Wallapop chats were brought to life as songs.

One of those chats was deliberately crafted to reference an original Camela song and capture their signature musical style — all part of the plan. The bait was set.

As the next step, Camela replied to Cabronazi’s post, claiming they could do it better than any AI trying to imitate them. Wallapop responded by accepting the challenge.

A couple of days later, Camela posted a story asking their fans to send in their most surreal Wallapop chats — promising to turn the best ones into songs

The result: five funny chats turned into songs, produced by the multi-award-winning production company Little Spain.

Each one portrayed a different type of toxic Wallapop user — the one who haggles over a single euro, the one offering absurd trades, the one who ghosts... — using humor to flip the message and promote more responsible chat behavior.

Every progress in mankind history was first seen as an insanity. Some of them are part of #SmartMadness the launching campaign of Huawei Mate 10, the first smartphone with integrated Artificial Intelligence.

A small step for the technology that will change the future.

To celebrate the 13th Street’s tv channel 10th anniversary, we were asked to launch a campaign to directly engage its regular viewers, without excluding all the other action and suspense movie fans.

We created the 13th Street Cuisine, a pop-up restaurant featuring horror-themed dishes prepared by famous spanish chef Darío Barrio and the agency team. Francesc Guillamet brought his amazing craft to take the menu's stunning pictures.

Every menu was sold for €50 and, amazingly, the restaurant was fully booked during the whole two months opening.

Huawei launched the Nova series, two new smartphones with great features and an extraordinary battery life.

To communicate it, we created an online series with a really special main character. Someone who needs a long-lasting battery phone more than anyone: An astronaut lost in Space.

A Runaway like no other. Put yourself in a fugitive´s shoes escaping through the streets of Barcelona.

This is the impactful 360˚ video that we created to show the new features of the Samsung Galaxy S7.

The public could feel the VR experience in a Roadshow that went on a tour in Spain for 6 weeks and in more than 200 stores.