humo rojo ar
Vuelta de Obligado 4462 3º D
CABA, buenos aires
argentina
hola@humorojo.com
humo rojo ch
carmencita 25 piso 1 of. 2
las condes, santiago
chile
hola@humorojo.com
humo rojo py
O p e n i n g
asunción
paraguay
Top Of Mind is the most relevant brand event in Paraguay. This festival recognizes the brands that occupy the immediate recall of consumers.
The challenge for this new edition was twofold: on one hand, to consolidate its positioning and relevance within its market; on the other, to generate awareness in new territories such as Argentina, Mexico, and Spain.
The communication needed to reinforce the award’s differentiating factor, highlighting its legitimacy compared to other festivals.
At the same time, it had to build a clear and compelling storytelling for these new markets.
We started from a key observation: most festivals judge from the industry’s perspective, leaving consumers out.
Based on this insight, we developed the concept “Only what people say,” highlighting Top Of Mind’s key differentiator: an award where brands compete in people’s minds.
The campaign shifted the focus from juries to those who truly validate brands, reinforcing its legitimacy.
It was executed through print pieces, outdoor advertising, social media, and activations with influencers and streaming platforms, delivering a clear, distinctive proposal with reach in new markets.
humo rojo ar
Vuelta de Obligado 4462 3º D
CABA, buenos aires
argentina
humo rojo ch
carmencita 25 piso 1 of. 2
las condes, santiago
chile
humo rojo py
O p e n i n g
asunción
paraguay