Fundación Chile
Moov
Campaign
Advertising
Chief Creative Director
Strategy
Art Direction
Copywriting
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In Chile, 74% of carbon emissions come from the energy sector, and nearly one-fifth of household energy use goes toward keeping food cold. There are still nearly one million refrigerators over 15 years old in use — consuming more than twice the energy of a new model and posing a significant environmental risk if not properly disposed of.
To address this reality, we launched the JOIN THE “REFRICLAJE” campaign, with a direct and educational approach: first, we raised awareness about the environmental and financial harm of using outdated refrigerators; then, we incentivized replacement with an unprecedented offer — 40% off the purchase of a new fridge. And to close the loop, we activated a free pick-up and safe recycling system in partnership with waste management experts. With humor, a friendly tone, and disruptive visuals, we turned refriclaje into a national conversation.
Desde lo visual, rompimos con el estereotipo bancario de fotos de stock sobreactuadas y apostamos por un lenguaje más auténtico y vibrante. Creamos un sistema gráfico fluido, con colores vitales, formas orgánicas y retratos espontáneos en estudio, que transmiten alegría real. El estilismo fue simple, pero cuidado, y cada imagen capturó momentos espontáneos. Así, la marca comenzó a hablar en el lenguaje de su audiencia: menos institucional, más parte de su día a día.
