Win Presents "Toxic Contract" Together with Lemon and Fertil

Apr. 04, 2023

"Toxic Contract" is the new WIN´S campaign the Peruvian home internet brand with creativity from Lemon, the independent agency whose mission is to redirect current advertising to high-impact campaigns, and produced by Fertil, production company specialized in the development of audiovisual content and creation of crafted work.

Through a direct concept, mixing fiction, terror, surrealism and humor, the campaign has managed to quickly capture the audience's attention, causing a stir and increasing empathy for this new Peruvian Home Internet brand that has been positioning itself as the a new alternative, different from the competition, that covers a need that the market has been demanding for a long time: a premium, fast, internet service; that fulfills what it promises without "clauses that tie you down".

Renato Arauco, Partner and General Strategy Director of Lemon commented:

"The communication strategy echoes the collective fatigue and the annoyance that people in Peru have with this type of service due to technical failures, poor service and most of the time, contractual complications when they want to migrate to another operator. In this second campaign, the brand once again becomes the voice of the consumer to generate connection and recover lost trust, touching on a sensitive and very common subject, but with humor and a rather striking aesthetic."

 

Luciano Leone, Partner and Creative Director of Lemon added:

"Our objective with this campaign is something that we have been building very well with WIN and with everything we do in Lemon: shake the screen with a disrupting TV commercial. We are obsessed with being very strategic when choosing the formula with which each brand communicates, so that it does not look anything like that of its competition. The creative translation of this is to use a communication based on a completely different language used by other brands in the same category."

 

Franco Finocchiaro, Director of Fértil said:

"Directing actors and fiction is what I enjoy doing the most, so when Lemon's script came out I was very excited. It is not common for advertising projects to be made with a cinematographic code. For me it was a great responsibility to lead a project like this, to be a partner of a brand that comes out on top of all the TV spots and that does things differently. A challenge like this must be supported by an agile and demanding platform, where I knew that it had to be executed with the maximum possible craft. And that place is called Fértil."

 

Milagros Montero, Win Brand and Communications Deputy Manager concluded:

"In an era of oversaturated communication, WIN is committed to high-impact messages where not only what is said is important, but also the form. Disruption when mixed with a value proposition that reflects the feelings of users becomes an infallible formula."