Wallapop [Changes]
[Brief]
Wallapop, Spain’s leading second-hand marketplace app, approached us with a standard campaign brief, TV and outdoor, to highlight the usual functional benefits: earn extra cash, clear space at home, etc.
[Idea]
But second-hand is more than practical. It reflects a mindset, one of conscious consumption, open-mindedness, and personal evolution. Wallapop is more than a marketplace; it’s a companion through life’s many changes. At a time when gender identity was at the center of public debate, we chose to tell a powerful story: that of Lola Rodríguez, trans activist and actress known for La Veneno (Atresmedia / HBO Max). Through Wallapop, she put up for sale the most meaningful objects from her life—inviting others to embrace change, in their own way.
[Output]
We created a short documentary and outdoor visuals built around Lola’s personal items, launched as branded content on Atresmedia and HBO Max alongside La Veneno. The campaign sparked a 117% increase in Google searches for “Wallapop”, drew over 98,000 profile visits, and achieved 92% positive sentiment, despite touching on a polarizing topic. Most importantly, it inspired real change, like a 14-year-old girl who, after buying one of Lola’s books, began her own transition. The work earned multiple awards and was named Branded Content of the Year by the Branded Content Marketing Association (BCMA Spain).
[Awards]
El Sol | El Festival Iberoamericano de la Comunicación Publicitaria
2022 Oro - Transformación de una Marca
2021 Oro - Campañas Integradas
2021 Oro - Mejor uso de Branded Content
2021 Shortlist - Digital
2021 Shortlist - Innovación
2021 Shortlist - Creatividad Transformadora
2021 Shortlist - Estrategia
Branded Content Marketing Association | BCMA Spain
2021 Premio BCMA al Mejor Branded Content del año
Ojo de Iberoamérica | LatinSpots
2021 Bronce – Contenido Audiovisual
2021 Shortlist – Campañas Integradas
Club de Creativos | CdeC
2021 Oro – Contenido que conciencia
2021 Plata – Ideas
2021 Plata – Estrategia - Game Changer
Inspirational | IAB
2021 Oro - Responsabilidad Social Corporativa
2021 Plata - Activaciones Transmedia
2021 Plata - Branded Content
2021 Plata - Campañas Digitales
[Revuelta x Wallapop]
Freelance Senior Creative & Art Director
Concept & Creative development, Art Direction Supervision, Shooting and Post Supervision
Production Blua
Director Laura Sisteró
DOP Pau Muñoz