Yacaré is a 360° advertising and branding project designed for a Latin American cultural festival in Granada. Built around themes of collective joy, social awareness, and historical memory, the campaign seamlessly connects music with community identity. The creative direction relies on a bold, high-contrast graphic universe using primitive silhouettes and expressive shapes that represent dancing, connection, and nature, which were applied across merchandise like festival pins, clothing, and custom packaging.

To build engagement, we developed a three-month media rollout across Granada’s busiest urban and university areas. The campaign started with a teaser phase featuring minimalist outdoor billboards that read «No es un cartel, es tu entrada» to spark curiosity. This was followed by the main launch, where large-scale street banners revealed the venue and a lineup of legendary and modern Latin American artists. Alongside the physical posters, an Instagram campaign framed dance as a powerful act of resistance, memory, and community. The rollout concluded with a commercial product activation featuring co-branded beverage cans that carry the festival’s message directly to the public. This project highlights our ability to build a cohesive brand identity and execute a multi-channel campaign that turns a cultural event into a shared social experience.