case 02
Performance
Creative systems.
Client
Wallapop — España
Deliverables
63 videos · 126 images ·Multi-format
Timeline
<2 month
Budget
Zero production
Campaign
How it was built
189 assets.
2 month.
Zero budget
189 assets. 2 months. Zero production budget. Across 7 categories, 3 messages and 6 formats. The challenge wasn't execution. It was designing one idea that could generate infinite variations.
Wallapop
owns buying.
Not selling.
Wallapop owns buying. But not selling. Most users associate the platform with purchasing — not with earning money or clearing space. The opportunity wasn't transactional. It was emotional.
Context
Challenge
189 assets.
2 month.
Zero budget
189 assets. 2 months. Zero production budget. Across 7 categories, 3 messages and 6 formats. The challenge wasn't execution. It was designing one idea that could generate infinite variations.
Challenge
Wallapop
owns buying.
Not selling.
Wallapop owns buying. But not selling. Most users associate the platform with purchasing — not with earning money or clearing space. The opportunity wasn't transactional. It was emotional.
Context
Goodbye to what was.
Hello, Wallapop.
Every object has its moment. When that moment passes, saying goodbye isn't a loss — it's a beginning. Space, money, and new plans. A tone that's warm, ironic, and optimistic. Real life-change moments turned into small, relatable gags.
Concept
Goodbye to what was.
Hello, Wallapop.
Every object has its moment. When that moment passes, saying goodbye isn't a loss — it's a beginning. Space, money, and new plans. A tone that's warm, ironic, and optimistic. Real life-change moments turned into small, relatable gags.
Concept
The system starts here
3
key messages
7
categories
1
architecture
This eliminates production variability from the start.
63 Videos
21×1:1 · 21×16:9 · 21×9:16 15 sec each
126 images
6 formats · display + social
The system starts here
3
key messages
7
categories
1
architecture
This eliminates production variability from the start.
63 Videos
21×1:1 · 21×16:9 · 21×9:16 15 sec each
126 images
6 formats · display + social
01
Hook
Real life moment + humorous twist
02
Publish on Wallapop — ease and speed
03
Space, money,
new chapter
The system in 3 beats
Benefit
Close
01
Hook
Real life moment + humorous twist
02
Benefit
Publish on Wallapop — ease and speed
03
Close
Space, money, new chapter
The system in 3 beats
The real constraint wasn't budget. It was thinking in assets instead of systems.
The 3-beat script wasn't a creative choice —it was the structure that made scale possible.
The real constraint wasn't budget. It was thinking in assets instead of systems.
The 3-beat script wasn't a creative choice —it was the structure that made scale possible.
Learnings
Native &
UGC Content
Native &
UGC
Content
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Performance
Creative systems.
Client
Wallapop — España
Deliverables
63 videos · 126 images ·Multi-format
Timeline
<2 month
Budget
Zero production
case 02
case 02
How it was built