Branding Campaign for Greenpeace Mexico — "Somos la Ola" (We Are the Wave)

Background
After several years leading Greenpeace Mexico’s engagement and fundraising strategy, this time the request was different. Based on a market study conducted in the country, we were asked to develop a branding campaign with a clear objective: to strengthen Greenpeace’s positioning as an international organization deeply committed to Mexico’s reality.

Creative Concept
That’s how the concept “Somos la Ola” (“We Are the Wave”) was born. The campaign symbolizes the collective movement of all those who make up and support Greenpeace Mexico — a wave that keeps growing, driven by the fight for a better, fairer, and more sustainable world. The concept was designed to convey energy, belonging, and continuity.

Video Production
In the midst of the Covid pandemic, we developed a video from scratch using only archival footage and images from past mobilizations. This limitation posed a significant creative challenge: crafting a powerful, emotional, and relevant narrative without the ability to produce new audiovisual content.

Digital Rollout and Fundraising
In addition to the video, we designed the entire digital campaign for social media, establishing a refreshed visual identity adapted across platforms. We also redesigned the fundraising ecosystem, including new landing pages, automation workflows, and all related assets.