The important thing is what's inside

The world has changed, and social, racial and gender inequality have not yet disappeared; the new generations are much more aware, they have changed priorities and what matters to them today is to improve the world, instead of scoring a goal or making a basket to win a game.

"We decided to use this shift in thinking to change the rules of the category and focus Bimbo's new energy drink on kids who need energy to change the world they live in, to make it fairer, to eliminate prejudices, to make themselves heard and thus make a difference in the world. This generation is different and uses their time and energy in a different way, it is clear that the way to approach them had to be different." Alejo Gómez, DGC of Fantástica.

"The important thing is what's inside" is composed of two true stories; the first tells the story of a boy who decides to stop being the captain of the soccer team, to lead the fight for gender equality, confronting his teammates and even his closest relatives. The second is the story of a girl who suffers from a rare disease that ends up causing her to lose one of her legs, despite this, she decides to focus all her energy on facing her fears and becomes a professional swimmer, knowing that to achieve this she had to learn to swim again.
This campaign is undoubtedly the perfect match of a reality of our society with a clear brand purpose: to taste the world under your own rules.