The Challenge
Guatemala faces heavy traffic, causing people to spend hours commuting from home to work. Our mission was to convince people that the best way to celebrate freedom and be free is with an ITALIKA motorcycle.

The Creative Concept
Picture this: a general commercial celebrating ‘The Free,’ different individuals, men, and women, who are now free to do what they want because they have more time for themselves thanks to their fast mobility.

The Story
Next, individual commercials were created, each narrating the story of one of the characters and their freedom, infused with a bit of humor by sharing an interesting fact about how they would use their free time, for example, watching their favorite soap opera with their mom.

The Twist
Each commercial concluded with the phrase “Sé libre vos también” (Be free too) and closed with the logo.

Outcome
The ‘Los Libres’ campaign proved to be a resounding success, capturing the essence of freedom and mobility with ITALIKA motorcycles. The commercials resonated with the audience, portraying relatable stories of individuals enjoying newfound freedom in their daily lives. The witty touch of humor added a memorable element to the campaign, making it engaging and shareable.