"What Matters Is Inside You" The New Campaign Created By Fantastica For Marinela Penguins

Apr. 29, 2021

As part of the brand repositioning process, the Colombian agency Fantástica developed for Pingüinos Marinela "Lo importante es lo de adentro", a platform that seeks for the kids to understand that despite what happens and what they live on social networks, they can’t forget that the best thing they have is inside them.

According to the study conducted by Fantástica and the brand, 7 out of 10 guys are not at happy with who they are and how they look, 1 out of 3 have two or more social media profiles (one for their parents and relatives and one to interact with the rest of the world where they use retouched photos, filters and even fake photos) and, that Cyber Bullying is the main cause of depression and insecurity in them, growing disproportionately, especially since the arrival of Tik Tok.

These and some data made us rethink the role the brand played in the lives of these kids.

 Alejo Gómez, Creative General Director of Fantástica, said:

"Bimbo Penguins is a chocolate pony filled with cream whose purpose was always to end the bitterness. But, as a result of our research, we realized that we cannot talk about ending the bitterness, if we ignore what the children feel: "They are not happy with who they are."

 

For this reason, from Fantástica they created films with children who had suffered from Bullying and in a country full of stereotypes like Colombia, they would never be in a television commercial. Then they moved those movies to TikTok along with a song that invites them to show what they were, without filters, or tweaks. In addition, together with one of the most important designers in the country, they created a collection of clothes out of all the canons of fashion, thought and designed for the boys to highlight what they were, without fear of harassment or discrimination. Finally, they also developed filters that remove filters, Spotify lists and social media messages that challenge the discrimination that algorithms generate.

Gómez added:

"This is one of the most important launches of the year as it represents our first work for a brand with global impact, which today bets everything on a repositioning; to generate change and impact on children and young people who today suffer from discrimination on social networks. Marinela Penguins has always been focused on children and adolescents between 14 and 17 years, a 100% digital generation. Over the past few months we have worked with Bimbo to research and understand this generation and the influence that social networks have had on it.”

 

What matters is inside you is the transformation claim of a brand that wants the kids to understand that, just like with a Marinela Penguin, the best is always inside.