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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"
TLC Perú - EEUU
Publicidad Social
Agencia: Toronja Comunicación Persuasiva
Realizadores: Stormfilms (Eduardo Dates)
Audio: Artisan
Año: 2004
La raíz
El Ministerio de Turismo y Comercio Exterior del Perú convoca a Toronja para realizar una campaña que explique a la población sobre la importancia de la negociación con Estados Unidos de un Tratado de Libre Comercio (TLC).

De inmediato surgen los primeros escollos: la población no está enterada del TLC, ni se interesa en él, a pesar de su difusión periodística en distintos medios. Los temas que rondan la política tienen harto al ciudadano común. Además, no está abierto a creer en los mensajes que el gobierno puede transmitir. Otros dos factores son claves luego de la investigación: al ciudadano común le cuesta digerir cifras estadísticas, y entender abstracciones como "mercado". Además, desconfía de una negociación justa con un gigante como Estados Unidos.

La pepa
Con estos antecedentes no era pertinente presentar al TLC como una panacea triunfal. Se decidió presentarlo amistosamente, pero de la manera más técnica y didáctica posible para que sea el propio ciudadano quien saque sus propias conclusiones.

El primer spot de TV ("Mapa") más que ensalzar el TLC, explica el concepto de "ganar mercados grandes afuera para generar más empleos adentro". La tarea se logra con una retórica de cuento ayudada por gráficos lúdicos.

Los spots seguidores apuntalan conceptos que no se pueden emitir en un solo spot lanzador. El más importante: la riqueza que genera exportar a un gran mercado no queda sólo en el sector exportador, sino que puede llegar a cualquier peruano despierto.

El fruto
La campaña ha generado comentarios que son favorables, pero no constituyen un estudio técnico de post-evaluación.

El Grupo RPP eligió a la campaña de radio como la mejor de todas las que se emitieron en sus cinco emisoras durante abril de 2005. Las razones fueron su creatividad y su claridad para acercar a la población a un tema que suena lejano a simple vista.
Mincetur (TLC)
El ministerio que ha logrado poner a Perú en el mapa exportador.
frutas que ayudan frutas aliadas pepas de interés  
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