case 01
case 01
Brand Campaigns,
Built to Scale.
Brand Campaigns,
Built to Scale.
Client
Wallapop — Motors
Deliverables
3 spots · 15" & 6" · Multi-format
Timeline
<1 month
Budget
Zero production
Campaign
How it was built
How it was built
3 spots.
Multiple formats.
Zero budget.
One month.
3 spots.
Multiple formats.
Zero budget.
One month.
A traditional campaign approach would have collapsed under these constraints.
The challenge wasn’t execution — it was designing something that could scale from day one.
A traditional campaign approach would have collapsed under these constraints.
The challenge wasn’t execution — it was designing something that could scale from day one.
Challenge
Wallapop
owns affordable.
But not premium.
Wallapop
owns affordable.
But not premium.
63% of users only associated Wallapop with cheap C2C transactions — not warranties, not financing, not younger vehicles.
The second-hand car market was growing but Wallapop wasn't capturing it.
The brief: change that perception.
63% of users only associated Wallapop with cheap C2C transactions — not warranties, not financing, not younger vehicles.
The second-hand car market was growing but Wallapop wasn't capturing it.
The brief: change that perception.
Context
Context
Challenge
Master Frame
The system starts here
The system starts here
01
Composition
02
Character
03
03
Lighting
04
Brand presence
This eliminates production variability from the start.
This eliminates production variability from the start.
The concept: "Si tú cambias, tu coche también."
Every spot from the same fixed POV — the front seats. Same frame, different life, different car. Wallapop's variety becomes the proof.
The concept:
"Si tú cambias,
tu coche también."
Every spot from the same fixed POV — the front seats. Same frame, different life, different car. Wallapop's variety becomes the proof.
01
Fixed POV — front seats.
Fixed POV — front seats.
Every spot from the same angle. Consistency without reshooting.
Every spot from the same angle. Consistency without reshooting.
02
Life-event narrative
Life-event narrative
Each story maps to a real purchase trigger — first car, family, upgrade.
Each story maps to a real purchase trigger — first car, family, upgrade.
03
03
Car as consequence
Car as consequence
The life change is the hero.
Wallapop enables it — affordable
to premium.
The life change is the hero. Wallapop enables it — affordable to premium.
What the master frame defined
What the master frame defined
The real constraint wasn't budget. It was thinking in campaigns instead of systems.
The fixed POV wasn't a stylistic choice — it was the structure that made scale possible.
3x brand spots from one master frame
6s cutdowns maintaining brand consistency
Zero production reshoots
Consideration among non-Wallapop car buyers
The real constraint wasn't budget. It was thinking in campaigns instead of systems.
The fixed POV wasn't a stylistic choice — it was the structure that made scale possible.
3x brand spots from one master frame
6s cutdowns maintaining brand consistency
Zero production reshoots
Consideration among non-Wallapop car buyers
Learnings