THE GUARDIAN TOAD

SAPOLIO

The initiative "The Guardian Toad" sparked the interest of the ​international community worldwide. It made headlines on major ​news networks across all continents. Leading newspapers in ​America and Europe covered the story, sharing with the world ​the innovation being developed in Peru.

CONTIGO PERÚ

MOVISTAR

For the qualifying process of the Russia 2018 World Cup, the Peruvian fans ​had lost hope of achieving the goal. 36 years had passed, and the Peruvian ​national team had not been able to return to a World Cup. Movistar, the ​team's sponsor, recalled a song called 'Contigo Peru' which was created in ​1978 to support the qualification for Argentina 78, a goal that was achieved ​with the support of all the fans.

But after so many failures over the years, the song was forgotten and ​never sung in the stadiums again. The few official fan groups that ​existed did not keep it in mind, and thus it was left in oblivion.

That is why, for the Russia 2018 process, we asked ourselves, what ​could happen if we sing it again?

Once the campaign was published, we ​went in search of the most important ​groups in Peru: athletes, musicians, ​teachers, soccer players, fishermen, ​and many more who did not hesitate ​to join the campaign.

Even 'La Blanquirroja,' the official supporters' ​group of the national team, wanted to be part ​of the initiative and created their own version ​to cheer at every match the national team ​would play from then on.

Peru returned to a World Cup after 36 years, with an entire country ​united, singing a single song. Once in Russia, the international press ​was amazed by the love and passion with which the Peruvian fans sang ​'Contigo Peru' over and over again. The best ending that could ever be ​dreamed of for a beautiful campaign.

#GARECAVUELVE

MOVISTAR

After leading Peru to a World Cup after 36 years, Argentine coach Ricardo Gareca announced his resignation. At a ​press conference, he said he was returning to his homeland, Argentina, to consider whether he would sign a new four-​year contract with the Peruvian national team. Meanwhile, different national teams around the world, including ​Argentina, Chile, Mexico, and Paraguay, publicly expressed their interest in securing his services. Movistar, the official ​sponsor of the Peruvian national football team, decided to take action.

The 360 campaign

The day we unveiled the campaign, we counted the ​radios and the streets we took. People couldn't ​believe how far we were willing to go just to ​convince Ricardo Gareca to come back. What ​followed was the main piece: the publication of the ​classified ads on a page of the best-selling ​newspaper in Argentina. And all of it, from Peru.

#AQUISI

MOVISTAR

EL PERÚ TE LLAMA

MOVISTAR

MOVISTAR CAMPAIGNS

ABOUT

tapiacarlos750@hotmail.com

(511) 991723481

Carlos Tapia

Creative Director

He worked at JWT, Circus Grey, Young and Rubicam, McCann World Group, ​and is currently at VML Lima. He holds a Bachelor’s degree in Art from ​Pontificia Universidad Católica del Perú. He has been recognized with both ​local and international awards and has also served as a juror. He has held ​solo and group exhibitions at the Centro Cultural PUCP and the Instituto ​Cultural Peruano Británico in Peru, and at the Universidad de Palermo in ​Argentina. He has given lectures at PUCP, Universidad San Ignacio de Loyola, ​Universidad Tecnológica del Perú, Universidad de Ciencias y Artes de América ​Latina (UCAL), and Instituto San Ignacio de Loyola. He has led campaigns ​across various sectors including telecommunications, retail, banking, food ​industries, insurance, education, government entities, pharmaceuticals, ​newspapers, languages, and others. Since 2018, he has been the Creative ​Director for the Movistar brand, and since 2020, he has also been the ​Creative Director for Interbank.

Trabajó en JWT, Circus Grey, Young and Rubicam, McCann World Group y ​actualmente en VML Lima.

Tiene un Bachillerato en Arte otorgado por la Pontificia Universidad Católica ​del Perú. Reconocido con premios locales e internacionales y también ha sido ​miembro del jurado. Ha hecho exposiciones personales y grupales en el Centro ​Cultural PUCP y en el Instituto Cultural Peruano Británico en el Perú y en la ​Universidad de Palermo en Argentina. Ha dictado conferencias en la PUCP, ​en la Universidad San Ignacio de Loyola, en la Universidad Tecnológica del ​Perú, en la Universidad de Ciencias y Artes de América Latina UCAL y en el ​Instituto San Ignacio de Loyola. Ha dirigido campañas en diversos sectores ​como Telecomunicaciones, Retail, Banca, Industrias alimenticias, Seguros, ​Educación, Entidades del Estado, Farmacéuticas, Periódicos, Idiomas y otros. ​Desde el año 2018 es Director Creativo de la marca Movistar y desde el 2020, ​también de Interbank.

SI TODO TERMINA EN ARTE

CORRIENTE ALTERNA

EMOJIS

INTERBANK

The brief was to create a campaign to demonstrate that Interbank’s ​digital banking was the most agile and simple on the market. To achieve ​this, we used the simplest codes of digital language—ones that didn’t even ​require words to convey their meaning: emojis. We produced a content ​video for the launch and several others to show how easy it was to explain ​the app’s functions using just emojis.

As a teaser before the campaign officially began, we made the bank’s ​tower appear covered in emojis overnight. Being located in a central area ​of the city, this drew significant attention from both users and non-users, ​sparking a social media frenzy as people tried to figure out what had ​happened to the iconic building. Once the conversation had started, we ​launched the campaign with an initial content video.

Later, when it was time to promote a new app feature called Plin, which ​allows for instant transfers using a cell phone number, we turned to a ​popular song from Peru that resonated with the entire country. We didn’t ​abandon the emoji message; instead, we added avatars, which allowed the ​celebrity to explain the campaign.

INTERBANK CAMPAIGNS

YOUR FUTURE SELF

BRITANICO

SO EASY

EL COMERCIO

TECHNOLOGY IS NOT ONLY TECHNOLOGY

CIBERTEC

Cibertec Institute launched two new programs that seemingly had nothing to do with technology: ​Design and Marketing. The big question was how to position an educational institution that is ​entirely related to technology with these new programs that appeared disconnected from its ​legacy. Strategically, we arrived at an absolute truth: today, technology is no longer just ​technology. Without design, management, and communication, it would remain as mere ​blueprints or complex circuits that would never reach our hands. These were the two pieces we ​worked on for the brand:

DO NOT SELF-MEDICATE

INKAFARMA

Unlike in other countries, in Peru people self-medicate. According to figures from the Ministry of ​Health, more than 55% of Peruvians take medication without a doctor's prescription. This is partly ​due to a lack of awareness about the dangers of taking medication without medical advice, and ​partly due to the prevalence of informal pharmacies that sell medicines without the legal ​requirement of a prescription. Therefore, Inkafarma, the most trusted pharmacy chain in Peru, ​launched this powerful message: Self-medicating could be deadly dangerous.

HELPING DOESN’T COST BUT IT COST

LIGA PERUANA DE LUCHA CONTRA EL CÁNCER

The Peruvian League Against Cancer had been falling short of its goals in the national fundraising campaign each year. ​Simply put, people had stopped contributing. In a brief study, we discovered that people were not aware of the medical ​expenses required for cancer treatment until they faced it themselves. Therefore, we decided to actively highlight that ​nothing was free for The League. From the moment a light needed to be turned on or a tomography needed to be done, ​everything had a cost, and these costs were covered by the voluntary contributions from the two days of the fundraiser. ​The message was powerful, and the communication piece achieved its goal.