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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"
Semana Económica "encuentre la respuesta"
Publicidad Comercial
Agencia: Toronja Comunicación Persuasiva
Diseño: Juan Carlos Campos
Realizadores: Sapiens
Año: 2005
La raíz
La revista Semana Económica pertenece al Grupo Apoyo y tiene la reputación de entregar información práctica y concisa a los ejecutivos de nivel que toman las decisiones. Al contactar a Toronja solicitaron una campaña muy focalizada y de bajo presupuesto para: 1) Confirmar su imagen en el mercado, y 2) Apoyar la suscripción de la revista.

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
Realizamos una campaña muy rara para los cánones publicitarios: spots de TV y de prensa que, a propósito, no debían ser entendidos por la audiencia. La idea era hacer sentir al público que, al no entender nuestra publicidad, se estaban perdiendo hechos interesantes y que sólo los lectores de Semana Económica manejan. Algo parecido a que te pierdas "la última"… porque no te invitaron al cóctel en el que tendrías que haber estado. La mecánica es la siguiente: En cada número de la revista se publica una pregunta interesante con la advertencia de que la respuesta aparecerá en nuestros spots de TV y anuncios de prensa. Por lo tanto, quien no haya leído la revista esa semana se encontrará con una respuesta que no hace sentido, y con la sensación de haber sido excluido de un tema interesante. Adicionalmente se realizó un afiche para los baños de restaurantes y hoteles de moda. En él se juega con los comentarios que se suelen intercambiar en los urinarios, y con un dato que el primer ministro Pedro Pablo Kuczinzky pudo haber comentado in situ.
Semana Económica
La revista de negocios de quienes deciden.
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