Strategy
Brand perception research and mapping of the Latin America route network against existing communication
An invitation from Air Europa: Discover the Colours of Latin America
A brand campaign for Air Europa, designed for the heart before the map. Behind every route there's a story: the one who gets to hug their family again, the one discovering their grandmother's streets for the first time, the one who finally works up the nerve to say yes. Air Europa has one of the most complete networks to Latin America of any Spanish airline — but its name doesn't say so, and its communication wasn't telling that story with the warmth it deserves.
The brief
The challenge: a name that only tells half the story. Users almost automatically associate "Air Europa" with flights within Europe. In practice, Latin America is one of the strongest — and most cherished — pillars of its operation.
The goal wasn't just to correct a perception: it was making every passenger feel, even before boarding, like they were already a little bit home.
The idea
Discover the Colours of Latin America
The starting insight: every Latin American country has its own color, its own pattern, its own way of weaving its identity — and that visual language could live alongside Air Europa's instead of competing with it. We took the brand's own wing shape and turned it into the canvas for each culture: Peru's Andean diamond pattern, Mexico's papel picado, Brazil's carnival waves. One brand gesture, as many colors as countries.
The main pieces
One format, three different invitations — each with the color and pattern of its country.
Just Fly To: Perú
Just Fly To: México
Just Fly To: Brasil
2026: still building the bridge
The relationship with Latin America didn't end with the campaign. This 2026 we're still finding new ways to connect both sides of the Atlantic — and one of the biggest came with a name of its own: Shakira.
When it was announced she'd bring her tour to Madrid, we pitched a campaign to make Air Europa part of that moment: a giveaway with one winner per country where the airline operates in Latin America, with round-trip flights and double tickets included. Because when Shakira calls, Latin America shows up.
Results
The result was a multi-format campaign system: printed pieces, digital content, and a video produced with generative AI and rich media, all built on the same textile visual language. 2025–2026 was also Air Europa's best sales year for Latin America: sales to the region doubled compared to the previous year, with this campaign as part of the engine behind that growth.
Creative
Development of the country-by-country textile visual system and the campaign video script
Execution
Production of pieces for each market and a video with generative AI and rich media, validated with Air Europa
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the year before
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corrected
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fueled by the success