We opened 400 stores.

To celebrate the opening of its 400th store, Tía chose not to talk about stores—it chose to talk about people. Instead of turning the milestone into a corporate announcement, the campaign transformed Ecuadorian neighborhoods into its storytelling platform, showing how Tía has become part of everyday life. Each execution portrayed a different household where a Tía, Tía Express, or Tía GO store naturally blended into the surrounding community, reinforcing the idea that the brand is present wherever life happens. By shifting the focus from expansion to human connection, the campaign turned the number 400 into more than a milestone—it became a symbol of Tía's closeness to millions of Ecuadorians.