Cambios.

Wallapop.

Cambios.

Wallapop.

Client

Wallapop — España

Year

2020

Role

Brand Creative Art director


Campaign

Campaign

Case Study

Case Study

How it was built

How it was built

Shift from

product to

story.

Shift from

product to story.

Move Wallapop's voice away from functional benefits toward real human transformation. Make a marketplace feel like an ally in life's most meaningful moments.

A year of

unprecedented

change.

A year of

unprecedented

change.

COVID-19 changed everything. Wallapop needed to be present — not functional, but emotional. A platform for second chances in a moment when everyone needed one.

Context

Context

Challenge

Challenge

Trans activist Lola Rodríguez listed objects that helped her become who she is — then personally handed one to Lara, a 14-year-old girl going through the same change. A product listing turned into a cultural moment.

Trans activist Lola Rodríguez listed objects that helped her become who she is — then personally handed one to Lara, a 14-year-old girl going through the same change. A product listing turned into a cultural moment.

A documentary story built around one real life transformation.

A documentary story built around one real life transformation.

How

How

Results

+117%

+117%

Google searches

for Wallapop

92%

92%

Positive sentiment

98,793

98,793

people explored Lola's items


3%

3%

Quality perception +3% post-campaign

C de C España · San Sebastián 2021 | Gold · Silver · Silver

El Sol · Festival Iberoamericano 2021 | Gold · Gold · Mention

IAB Spain · Inspirational 2021 | Gold · Silver · Silver · Silver

BCMA Spain 2021 | Best Branded Content of the Year

El Ojo de Iberoamérica 2021 | Bronze

C de C España ·

San Sebastián 2021

Gold · Silver · Silver


El Sol · Festival Iberoamericano 2021

Gold · Gold · Mention


IAB Spain · Inspirational 2021

Gold · Silver · Silver · Silver


BCMA Spain 2021

Best Branded Content of the Year


El Ojo de Iberoamérica 2021

Bronze

Awards