Description
During the saturated Valentine's Day season, where brands typically resort to romantic clichés, Almacenes La Ganga and JUK COMUNICACIONES took a disruptive approach. The campaign "Lo Entendió Todo" (They Understood It All) leverages the products' own DNA to speak about love, passion, and care.
The core of the idea lies in the reinterpretation of technical warning and safety labels. Messages that normally warn of physical risks—such as "Muy Caliente" (Very Hot) on ovens, "Movimiento Intenso" (Intense Movement) on washing machines, or "Manipular con Cuidado" (Handle with Care) on televisions—were transformed into bold metaphors for romantic relationships.
Through clean and minimalist art direction, the campaign successfully humanizes inanimate objects, granting them a personality that "understands" the intimacy of Ecuadorian homes. The result is a communication piece that combines clever humor with the functional identity of the retail sector.
This professional campaign titled 'Lo Entendió Todo (They Understood It All)' was published in Ecuador in February, 2026. It was created for the brand: La Ganga, by ad agency: JUK. This Digital and OOH Outdoor media campaign is related to the Electronics, Technology industry and contains 4 media assets. It was submitted about 1 hour ago by Copywriter: Abel Ramirez.
Credits
Advertising Agency: JUK COMUNICACIONES
General Account Director: Francisca Frisch
Account Director: Andrea Natalia Espinoza Espinoza
Creative Director: Roberto Pérez Rivadeneira Pérez
Art Director: Andrés Vilaña
Copywriter: Abel Ramirez - Luis Jarrín
Digital Team: Daniela Arreaga - Dayana Miño Miño
Multimedia Animator: Alejandra Jarrín
Graphic Designer: Claudia Marti
Accounts: Michaela Cordero
Client: Paola Matute Pérez - Julio Andrés Ramírez Cruz
