El Empate
Strategy, Idea, Concept, Copywriting, Identity, Art Direction, Creative & Strategic Direction.
Fábrica de licores de Antioquia, the company behind some of Colombia’s leading alcohol brands, asked us to create an experience that promoted a life in balance while refreshing its image.
That led us to our first question: how can a popular brand associated with partying promote balance without making it feel forced?
First, we researched popular aesthetics to figure out how to conceptualize the experience and build a visual identity that felt coherent. Then came the second question: in everyday, popular Colombian language, how would someone talk about balance?
The answer was a popular saying: “El que peca y reza, empata.” Literally, “whoever sins and prays breaks even.”
So we turned this saying into an experience called El Empate — an event where influencers from all over the country “sinned and prayed” for four days, sharing the experience with their followers on social media.
With Aragón Estudio, we built a visual identity rooted in popular culture, but designed in a way that younger generations would actually want to own.
And we invited Serio to document the entire experience with the eye and energy of the best festivals.
That led us to our first question: how can a popular brand associated with partying promote balance without making it feel forced?
First, we researched popular aesthetics to figure out how to conceptualize the experience and build a visual identity that felt coherent. Then came the second question: in everyday, popular Colombian language, how would someone talk about balance?
The answer was a popular saying: “El que peca y reza, empata.” Literally, “whoever sins and prays breaks even.”
So we turned this saying into an experience called El Empate — an event where influencers from all over the country “sinned and prayed” for four days, sharing the experience with their followers on social media.
With Aragón Estudio, we built a visual identity rooted in popular culture, but designed in a way that younger generations would actually want to own.
And we invited Serio to document the entire experience with the eye and energy of the best festivals.
Together with Efecto Perfecto, we took on the challenge of creating an environment that represented
the duality between sinning and praying, while also building a festival format that could be replicated across the country and brought back year after year.
