We’ve all been there—stretching every last peso to make it to the next paycheck.
That’s the reality for many, and Tarjeta Naranja came to me with a clear challenge: Create a solution-focused campaign that acknowledges this struggle—without guilt, shame, or pity.
The brief was simple, but powerful: they’re already struggling—don’t make them feel worse.
So we flipped the script.
We leaned into a playful, cinematic twist—drawing on classic Hollywood tropes of self-sacrificing heroes who give everything so others can survive. In our version, the heroes weren’t caped crusaders.
They were everyday products—shampoo, coffee, deodorant—pushing themselves to the limit to get us through the month.
The campaign launched on TV and expanded into digital with an interactive filter that gave objects a cartoon-style heroic face.
Users could apply it to their own overworked items and share them on social—transforming everyday survival into a moment of humor, empathy, and shared experience.
Because sometimes, just making it to the end of the month deserves a standing ovation.