Fundación AVA | IE University | Graphic Design, Branding & Audiovisual Content

Fundación AVA, a charity that takes care of children who are at risk of social exclusion, needed help from IE students, who give their student services off, as a marketing test, to charities that request it. With this, I was part of the team that had this amazing charity to take care of.

Fundación AVA asked us to do 2 marketing campaigns, in which we came with 2 ideas:

#RaroNoRaro & “Redifiniendo lo Raro”

This campaign was set up to keep up with the idea that the word “rare” is different in connotation in Spanish than it is to other languages, such as English. While in the Spanish language, “raro” or “rare” can also be defined as “something exceptional” as per the description of the Real Academia Española, truth is, it is often regarded in a negative connotation, such as “weird” or with a sense of “not belonging.”

We wanted to change that.

Therefore, we wanted to bring people together with the word that so often excludes them.

We made a poster and 2 social media videos, with that, here are the campaign results and the videos.

Fundación AVA - #RaroNoRaro

Fundación AVA - Redifiniendo lo Raro.