In the realm of advertising, where authenticity reigns supreme, Ogilvy’s team embarked on a mission with a singular goal – to drop a truth bomb that resonates. Drawing inspiration from Ries & Trout’s Law of Candor, the message was clear: shake things up swiftly or risk losing the cherished connection with the people. Thus, the tale unfolded in the form of “IT’S A GIRL,” a narrative designed to be more than a campaign – a wake-up call, a tribute, and a catalyst for change.
At the core of this storytelling is a guy, faced with a last-minute decision that morphs into a poignant tribute to what might have been. The storyline is not just a visual spectacle; it’s a truth bomb that explodes with candor. The essence lies in the acknowledgment that waiting too long can lead to missed opportunities and unfulfilled potential. KETAL Supermarket, through the lens of Ogilvy Bolivia, doesn’t just showcase a snazzy new logo; it delivers a profound message that extends beyond the aisles of a shopping cart.
The campaign, a part of KETAL’s strategic move to reveal their refreshed logo, unfolds as a nudge for introspection. It encourages people to contemplate what needs changing before it’s too late – a sentiment that goes beyond the boundaries of a typical branding exercise. “IT’S A GIRL” serves as a mirror, reflecting not just the external facelift but also inviting individuals to consider the internal shifts that can enrich their lives.
Henry Medina, Chief Creative Officer of Ogilvy Bolivia, encapsulates the campaign’s essence by stating, “It’s not just about the new look; it’s about stirring up human emotions beyond the checkout line.” The narrative transcends the superficial, aiming to strike a chord that lingers, fostering a deeper connection with the audience.
As the professional campaign unfolded in Bolivia in December 2023, KETAL Supermarket, with the expertise of Ogilvy Bolivia, sends a powerful message – brands, like people, evolve. However, the evolution is not merely about aesthetics; it’s a profound journey that prompts individuals to reflect, adapt, and embrace change. “IT’S A GIRL” is not just a campaign; it’s an invitation to a thoughtful transformation, a celebration of authenticity, and a pledge to stay connected with the heartbeat of the people.
