La Noche de la Plata

Faced with the challenge of rejuvenating this historic brand and projecting it towards a younger target, we worked for 4 intense months on a warming campaign for what would be one of the most notorious events for the brand in our country. We selected 40 brand ambassadors who in turn had the opportunity to invite a small number of people from their social circles. This select group included some of the most prominent influencers in our consciousness at the time; Helena y Lucía Cuesta, María Forqué, A Trendy Taste, Pelayo, Dulceida… many of whom have become content generators for the brand today.

We brought together 1,000 of the brand’s potential customers in a beautifully staged event at the Palacio de Neptuno. In order to tactically activate sales, micro-experiences were generated in the style of Breakfast at Tiffany’s, where influencers invited their 10 most fervent followers. These vertical actions resulted in a database of 1000 qualified contacts to interact with in the future, and a visible transformation of the brand’s image in the mind of its potential consumers. This was the beginning of an extensive collaboration with the brand.