Insight first. Idea later. Paraguay turned 200 and every brand went patriotic. This is a country with two voices, Spanish and Guaraní, and nine out of ten people speak the latter every day. Most creatives jump to execution: “let’s do something in Guaraní.” Okay. But why?
Without the why—the insight, a precise human truth that lands like a realization and moves people—you end up with just a gimmick. Our insight was sharp: celebrating independence in the colonizer’s tongue makes no sense. And we wrote it like this: independence lives in our language.
Unapologetically in Guaraní, the film manifesto gave Personal identity over noise and led OOH, print and radio with a coherent voice that cut through a feed flooded with patriotic messaging. Watch the film here.