Agency: MullenLowe Peru
Client: Maestro
Project Type: Social Responsibility Campaign
Role: Lead Copywriter
Skills Used: Storytelling, Brand Engagement.
The Regala una Buena Obra initiative, led by Maestro, transformed a playground at Centro Educativo Fe y Alegría No. 33 into a Christmas gift.
Playing on the dual meaning of the word “obra” (construction and good deed), this project gave children a space to develop vital life skills while showcasing Maestro's commitment to social impact.
Project Brief
Problem: The children lacked a functional space to develop critical life skills like teamwork and empathy.
Objective: Create a vibrant space that nurtures social, emotional, and physical development through play.
Creative Approach
Strategy: We framed the playground as both a construction project and a Christmas good deed, focusing on the emotional impact it would have on the children's growth.
Concept: "Regala una Buena Obra" emphasized Maestro’s role in both physical and community-building initiatives, providing children with a space to learn, grow, and dream.
Results
Impact: The campaign moved beyond words, transforming an act of charity into a meaningful, impactful movement.
Community Reaction: Parents and teachers praised the positive impact on the children’s happiness and friendships.