Description
As conflict in the Middle East disrupted international travel plans, Green World Adventures—a Costa Rican destination management company—responded with an alternative rooted in a country that abolished its army in 1948.
“Make Pura Vida, Not War” is a seven-piece print campaign that reinterprets the language of conflict through real Costa Rican experiences. Each execution replaces fear and uncertainty with nature, adventure and the optimism of pura vida. When the world talked about war, Costa Rica answered with life.
Targeted to UK travellers reconsidering their destination choices, the campaign also helped Green World Adventures build direct demand beyond traditional travel intermediaries.
This professional campaign titled 'Make Pura Vida. Not War' was published in Costa Rica in March, 2026. It was created for the brand: GWA • Green World Adventures, by ad agency: Federer. This Digital and Print media campaign is related to the Hospitality, Tourism and Travel and Tourism industries and contains 11 media assets. It was submitted about 4 hours ago.
Credits
Advertising Agency: Federer, Guatemala City, Guatemala
Chief Creative Officer: Paul Rodríguez
Creative Director: Natalia Mora
Art Directors: Hansel Céspedes, Katherine Tánchez
Content Lead / Copywriter: Leo Echeverría
Stock Photography and Footage: Shutterstock
Additional Photography and Footage: Instituto Costarricense de Turismo (ICT), Costa Rica
