Content & Film
Rica Dorada Navidad
- Client
- Year
The Objective
Grupo Rica needed a holiday campaign that would simultaneously drive Q4 retail performance and strengthen long-term brand affinity during the most competitive advertising season of the year.
Deliverables
- Holiday TV Commercial
- Community Initiative Design
- PR Amplification Strategy
- Digital Content Suite
- Earned Media Framework
View original project on Behance
Behance (opens in new tab)Holiday advertising is a zero-sum game: every brand is fighting for the same emotional territory. The challenge was dual — deliver authentic emotional resonance that would earn organic sharing AND push measurable retail metrics. Most campaigns achieve one or the other. Rica needed both.
We built the campaign around real community stories instead of manufactured holiday scenarios. Real people, real locations, real emotional weight. The production used cinematic sunset photography, orchestral scoring, and visceral casting to create something that felt more like a short film than an advertisement — giving audiences a reason to watch rather than skip.
Primetime national TV blitz paired with a community giveback program that turned the campaign into a participatory event. The commercial was the entry point; the community initiative was the retention mechanism. Digital amplification focused on earned media from community participation rather than paid distribution alone.
“The campaign set historical ROI records for the brand and delivered the strongest Q4 consumer retention in company history. The community initiative generated organic press coverage that extended the campaign lifespan well beyond the paid media window.”
- Historical ROI records for the brand.
- Strongest Q4 consumer retention in company history.
- Extended campaign lifespan through organic earned media.
The dual strategy of commercial + community initiative succeeded because each element amplified the other. The commercial drove emotional connection; the community program gave people a reason to share. Together, they created a feedback loop where brand sentiment and retail performance reinforced each other.