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english version
2009
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Festival de Cine "Un cine que te toca"
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Corriente Alterna
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Florida "cuando el cariño es insuperable, la familia es inseparable"
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Tai Heng / Alpha "Celebramos un año más con los útiles Alpha"
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2008
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Congreso Anual de Empresarios / CADE 2008 “El reto es de primera, no juguemos en segunda”
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Liderman “valemos tanto como lo que cuidamos”
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García Sayán
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Festival de Cine
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Esika / Colombiamoda
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Misti
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Semana económica "Un mejor diseño para tomar decisiones"
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Cálidda
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Transparencia
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Abbott / Isomil Advance con Eye-Q
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Universidad San Martín
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Tai Heng / Alpha "los chicos creativos son chicos alpha"
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Aceros Arequipa
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2007
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Congreso Anual de Empresarios / CADE 2007 "Todo lo que nos falta para ser un país justo y próspero"
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Instituto Peruano de Arte y Diseño / IPAD "aprovecha tu país para venderle al mundo"
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Revista Caras
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Festival de Lima
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Universidad San Martín
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Misti
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Revista "A" de Amarige
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Global Institute
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Instituto Peruano de Arte y Diseño / IPAD "quieres tomar su lugar?"
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Tai Heng / Alpha "auspiciador oficial de la creatividad"
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Pescados Capitales "7 pecados"
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Amnistía Internacional "no más violencia contra la mujer"
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2006
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Revista Gisela "renovación"
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Instituto Peruano de Arte y Diseño / IPAD "el diseño peruano está en marcha"
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Consorcio de Organizaciones Privadas de Promoción al Desarrollo de la Micro y Pequeña Empresa / COPEME
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Prueba ciudadana
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Mincetur - Cesvi - UNICEF "turismo sexual infantil"
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Pisco Ku "el único pisco que busca fiesta"
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2005
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TLC Perú - EEUU
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Consejo Nacional del Ambiente / CONAM "el clima está cambiando"
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Congreso Anual de Marketing Peruano / CAMP 2005 "todo sirve para comunicar"
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John Holden "un momento diseñado por JH"
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Foro Educativo
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Semana Económica "encuentre la respuesta"
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Solo llama 1913 "no esperes promociones, solo llama"
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Movimiento Para que no se Repita "justicia y reparación"
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2004
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Copa América "la fiesta va a empezar"
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SEDAPAL "arabes"
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SEDAPAL "inodoro"
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Techo Propio "tula y t-chito"
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Pescados Capitales "escritores"
John Holden "un momento diseñado por JH"
Publicidad Comercial
Agencia: Toronja Comunicación Persuasiva
Equipo creativo: Sandro Venturo, Gustavo Rodriguez, Melania Fermi
Director de Arte: Melania Fermi
Realizadores: Stormfilms (Eduardo Dates)
Año: 2005
La raíz
John Holden es una marca de ropa formal masculina que hace más de una década empezó a publicitarse con el lema "Prohibido para menores", mostrando situaciones explícitas de atracción femenina hacia quien usaba la marca.

En la actualidad, los responsables de la marca nos transmitieron estas inquietudes: ¿Cómo elevar la percepción de imagen sin perder lo ganado masivamente? ¿Cómo seducir a un mercado joven sin alejar a nuestros compradores maduros?

La pepa
Se practicó una metodología única para publicidad. Aparte de analizar los estudios de investigación que ya tenía la empresa, se aprovechó de las experiencias de la sociología para realizar dos talleres creativos: uno con los responsables de la empresa para develar posibles mitos internos, y otro con críticos profesionales (diseñadores y productores de moda) para tener una visión más completa del problema.

Así se llegó a saludables conclusiones, y a hallazgos del mundo fashion que serán parte de una estrategia corporativa de largo plazo. Entre las primeras puede citarse la pertinencia de seguir usando un slogan de altísima recordación, pero de dudosa relevancia para el mercado joven. O la urgencia de ser vistos como una marca de diseñador, más que como una de camisas, que fue como nació la marca.

Para no perder la ganado y, a la vez, sumar con lo futuro, se ideó un nuevo concepto de ropa de diseñador: instantes brevísimos de la vida diaria en la cual un hombre bien vestido con John Holden puede ser atractivo para una mujer. Cada uno de estos instantes fue bautizado publicitariamente como "Un momento diseñado por John Holden".

El fruto
Si bien es evidente la evolución de la marca en esta campaña, queda pendiente la exposición de datos cuantificables cuando llegue el momento.
John Holden
La marca peruana de ropa masculina que más vende.
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