Juan XXIII Foundation

I’m Juan.

I AM JUAN: this is the creative concept, which revolves around the brand campaign of the Juan XXIII Roncalli Foundation. 

Objective

The JUAN XXIII Foundation wanted to get closer to people. For this, our proposal was to create a simple, close, popular communication that would connect well with both people linked to the Foundation: to make them feel the pride of belonging to a group. As with society in general: Communicating a very human and emotional brand image.

The Idea

The communication axis and the true soul of this campaign are the intellectually disabled children of Fundación Juan XXIII. They, their smiles and their way of facing life, are the real protagonists: They are Juan!

So, under the phrase I AM JUAN, what we are doing is that the brand feels like something close, emotional and that makes you feel the pride of belonging to a group. A group, that goes beyond the Foundation itself and becomes a positive attitude to life… And you, too, are Juan?

This campaign has been developed in a multimedia way: TV, radio, exterior, rrss, etc., as well as internally with different actions and events

Members of the Foundation and the general population