Description
A brand promise made memorable — meet Doña Justa.
Doña Justa was created to make inDrive’s core promise — fairness — instantly understandable, memorable and local.
Instead of simply explaining how inDrive works, the campaign turned fairness into a character. A warm, confident and unmistakably Colombian woman whose name says it all: justa — fair.
Across TV and digital, Doña Justa helped turn inDrive’s key product benefits into something people could easily understand, remember and connect with.
Doña Justa did not just explain what makes inDrive different — she personified it.
Take a look at the 2025 case study to see how a product benefit became a distinctive brand asset.
This professional campaign titled 'Doña Justa' was published in Colombia in August, 2026. It was created for the brand: inDrive, by ad agency: inlab. This 360°, Digital, and OOH Outdoor media campaign is related to the Transport industry and contains 1 media asset. It was submitted about 7 hours ago by External Communications Manager: Nadya Sidorova of inlab.
Credits
inDrive team:
Marketing Director LATAM: Sabina Kvardina
Marketing Team: Ksenia Nikisheva Pamela Aridjis Mariangela Celia Gentile
Brand Team: Daria Agafonov
inlab team:
Director of inlab: Mikhail Naliukhin
Marcom Team: Maria Ivanova
Creative Team: José Torreblanca Ivan Loyo Jorge Fernandez Ricardo Obi Pérez
Design Team: Federico Sánchez Tamirlan Tlegenov Oleg Peters
Production Team: Dmitry Lashkin
Production Company: Macarena & Co
Director: David Villabona
