Marinela’s Pingüinos : What Matters Is Inside You

As part of the brand repositioning process, the Colombian agency Fantástica developed for Marinela Pingüinos “Lo importante es lo de adentro”, a platform that seeks for the kids to understand that despite what happens and what they live on social networks, they can’t forget that the best thing they have is inside them.

According to the study conducted by Fantástica and the brand, 7 out of 10 guys are not happy with who they are and how they look, 1 out of 3 have two or more social media profiles (one for their parents and relatives and one to interact with the rest of the world where they use retouched photos, filters and even fake photos) and, that Cyber Bullying is the leading cause of depression and insecurity in them, growing disproportionately, especially since the arrival of Tik Tok.

These and some data made us rethink the role the brand played in the lives of these kids. “Bimbo Penguins is a chocolate pony filled with cream whose purpose was always to end the bitterness. But, as a result of our research, we realized that we could not talk about ending the bitterness if we ignore what the children feel: “They are not happy with who they are,” Gómez added.

For this reason, from Fantástica, they created films with children who had suffered from Bullying and in a country full of stereotypes like Colombia, they would never be in a television commercial. Then they moved those movies to TikTok along with a song that invites them to show what they were, without filters or tweaks. In addition, together with one of the most important designers in the country, they created a collection of clothes out of all the canons of fashion, thought and designed for the boys to highlight what they were, without fear of harassment or discrimination. Finally, they also developed filters that remove filters, Spotify lists and social media messages that challenge the discrimination algorithms to generate.

“This is one of the most important launches of the year as it represents our first work for a brand with global impact, which today bets everything on a repositioning; to generate change and impact on children and young people who today suffer from discrimination on social networks. Marinela Pingüinos has always been focused on children and adolescents between 14 and 17 years, a 100% digital generation. Over the past few months, we have worked with Bimbo to research and understand this generation and the influence that social networks have had on it.” said Alejo Gómez, Creative General Director of Fantástica

What matters is inside you is the transformation claim of a brand that wants the kids to understand that, just like with a Marinela Pingüinos, the best is always inside.

Credits
Brand: Marinela
Product: Pingüinos
Campaign: What Matters Is Inside You
Daniel Osorio Chief Executive Officer – Founder
Daniel Bermudez Chief Creave Officer – Founder
Alejandro Gómez – Creative VP
Adriana Alba – General Director Accounts
Mauricio Sabogal, Andres Díaz, Alejandro Camelo – Creative Directors
Claudia Cubillos – Account Executive
Laura Aceldas – Copywriter
Nicolas Ruíz – Art Director
Andrés Martinez – Art Director
Mauricio Alvarez – Digital Director
Camila Orduz – Digital Manager
Gianni Fachin – CM
Client: Bimbo
Tatiana Esguerra Rezk – General Marketing Manager Bimbo
Juan David Gavilanes – Marketing Manager Bimbo
Producer Company: Rebolucion Argentina – Macarena
Film Director: Nico Nubile
Film Producer: Diego Ossa
Sound Company: Sonica
Sound Designer: Camilo Montilla
Song Designer: Camilo Montilla