Omnichannel Campaign
A final capstone group project from the Masters in Creative Direction, Content, and Branding program at IE Business School.
Client:
Fundación Alicia y Guillermo in Madrid, Spain
Brief:
Create a campaign raising awareness on ageism while attracting funding from the general public.
El Subidón is not just a short film.
It's an invitation to see life after retirement from a different angle: not as a closure, but as an upward curve full of possibilities.
Inspired by the Happiness Curve , a psychological principle that demonstrates that happiness can increase with age, the film shows us that the best may be yet to come.
The Alicia and Guillermo Foundation logo reflects this same idea: a line rising, a symbol of hope, community, and second chances. It's not just a visual expression; it's a promise: joy returns when we find each other again .
In the story, a book passed from hand to hand among older people becomes the thread that connects them. Each reader contributes their note, their memory, their wish.
They discover that history doesn't end with age: it continues better when it is shared.
Since 2013, the Alicia and Guillermo Foundation has been making these new beginnings a reality, with activities that transform loneliness into connection, and routine into shared excitement. Because aging can also be a joy.
