Details
01. Client
Abacus Cooperativa
02. Deliverables
Multichannel campaign (Digital, retail and social media)
03. Role
Creative direction, art direction, audiovisual production
Case Study
04. Description
For more than 60 years, Abacus has been a reference in education and culture. However, with the arrival of new players, the brand had lost relevance for new families and students. Since 2021, we have been working on repositioning Abacus as a creative community, capable of accompanying children and young people throughout their learning journey and inspiring them through curiosity and creativity.
The Summer and Back to School 2025 campaigns took place in two key moments of the year: the holiday season and the return to school, both decisive for Abacus emotionally and commercially.
05. Our solution
The challenge was to integrate the customizable jacket into the campaign without making it look like a mere promotion. We turned it into a symbol: a blank canvas that every child could make their own, projecting their imagination onto it.
In Summer, the narrative focused on creativity and self-expression. For Back to School, the claim “¡Nuevo curso, mil mundos por crear!” reinforced the idea of a fresh start as a time full of opportunities and discoveries.
The production combined traditional shooting, motion graphics and AI techniques, resulting in fast-paced, vibrant and inspiring audiovisual content, using a language close to young audiences.
In this way, Abacus not only activated a sales campaign but also consolidated its brand story: “Si tu hi creus, nosaltres t’hi portem” (“If you believe in it, we’ll take you there”), emotionally connecting with families at two decisive moments of the year.
