J U L I O R A M Í R E Z
c r e a t i v e d i r e c t o r / a r t

La Ruta del Papelón

Every year during the national holidays, brands in Peru repeat the same messages about national pride and celebrating our culture. As a toilet paper brand, we wanted to convey a more relevant message. The word *papelón*, which literally means "giant paper", is also slang for something embarrassing. So, we created a giant roll of paper that traveled across the city and positioned itself in front of our most embarrassing spots, sparking a moment of social self-criticism and deep reflection during the holiday season.

The result? The most successful campaign in the history of the brand.

Role: Creative Director

Agency: Boost Brand Accelerator
Brand: Paracas

R E C O G N I T I O N S

LATIN AMERICAN EFFIE
Bronze / Bajo Presupuesto
Finalist / Branded Content

EFFIE AWARDS PERU
Gold / Momento Oportuno

EL OJO DE IBEROAMÉRICA
Finalist / El Ojo PR

APAP
Gold / Vía Pública
Bronze / Premio País

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