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CNCH Picaras

LOVE PARK

Agency: Digitas

Description

On February 14th, the most representative and eagerly anticipated date for celebrating love, many choose to visit Love Park in Lima. However, the park's popularity often turns it into a crowded space, making the visiting experience less than ideal. Some end up changing plans, while others opt to stay at home.

¿Picaras, one of the country’s leading cookie brands, always seeks to go beyond and conquer the world—and why not love? Recognizing an opportunity, Picaras decided to offer young people a unique and innovative experience by bringing Love Park into the virtual world.

"Flechados," a battle royale-style scenario where love is at stake. Upon entering the game, all players will discover the park like never before. They can become "Cupids" to shoot arrows at everyone they encounter or be a "Flechado" hiding from every shot. Points are earned to rank on a weekly leaderboard and win incredible prizes.

In Flechados, the brand meticulously crafted the scenario to make every detail as enchanting as love itself. From the iconic lighthouse on the boardwalk to the path leading to the popular sculpture, there are also secret passages and multiple Easter eggs to make the gaming experience even more memorable on Roblox.

"We are thrilled to kick off Picaras' gaming strategy this year with a tremendous first launch, becoming one of the first brands to venture into the metaverse world in Peru," says Carlos "Charro" Altamirano, VP Creative at Digitas.

"It's quite a challenge to make our country's most emblematic park our own, and every step in this process was an exciting adventure. We are delighted to continue strengthening the brand alongside a creative team that always seeks new challenges," adds Jason Vasquez, Creative director at Digitas.

Just like any game, it deserves a visit from some of the country's most important gamers, LucyWeird and Mr. Choco, who, on Valentine's Day, will stream on Twitch playing Flechados. Renowned creators will also share their gaming experiences through their accounts.

"Flechados demonstrates how combining creative and strategic forces can lead to unique experiences that captivate our audience and set new trends in the market," added Erik Castillo, CEO of Publicis Groupe Peru.

Flechados is already available on Roblox throughout February, so everyone can join in and put their gaming skills to the test with Picaras for the love of the game.

This professional campaign titled 'LOVE PARK' was published in Peru in February, 2024. It was created for the brand: CNCH Picaras, by ad agency: Digitas. This Integrated medium campaign is related to the Confectionery, Snacks and Gaming industries and contains 1 media asset. It was submitted about 2 months ago.

Credits

CNCH Picaras
Marketing Manager: Mauricio Fernandini Figari
Impulse Category Manager: Ximena Luna Gutierrez
Cookies Brand Manager: Michelle Ingar Osorio
Professional Marketing Intern - Impulse: Nicolay Aspilcueta

DIGITAS, part of PUBLICIS GROUPE
Managing Director: Fernando Arriola
VP Creative: Carlos "Charro" Altamirano
Head of Client Services: Luisa Morcos
Account Supervisor: Marcia Benavente
Creative Director: Jason Vasquez
Senior Creative Writer: Edgar Rosales
Junior Creative Writer: Eduardo Rojas
Art Directors: George Huaman, Pablo Velarde
Design Team: Sebastian Cajahuaringa, Macdorian Grados.
Account Executive: Camila Reategui

Content Manager: Ana García
Content Creator: Jennifer Manay
Tech Partner: PICNIC Lab Games

PUBLICIS INFLUENCE
Head of Influencer & PR: Andrea Salinas
Influencer Specialist: Nadia Tarazona

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