The Independence Letter

Agency Network: 
Published/Aired: 
October 2021

Description

In early 2021 the Declaration of Independence of Costa Rica was restored, but due to its deterioration through 200 years, it was decided that it will never would be shown to the public again. And that is how the country brand, essential Costa Rica alongside the Ministry of Culture brought it closer to all Costa Ricans in a very different way.

esencialcostarica.com/escribiendolahistoria

We studied it thoroughly and went directly to its essence to commemorate the 200 years of freedom in our country, and created The Independence Letter. A typography based on each stroke of the handwriting on the Declaration of Independence of 1821.

How will it reach Costa Ricans? The first thing you have to know is that the country brand is the way in which Costa Rica projects itself to the world by integrally promoting tourism, investments and exports, hand in hand with the Costa Rican culture and idiosyncrasy; therefore Costa Rican companies are essential to us. That is why we will send a kit to the more than 600 essential Costa Rica licensed companies, explaining how to implement the typography within their communication and thus exalt the pride of being Costa Rican.

Design advertisement created by Havas, Costa Rica for Essential Costa Rica, within the category: Public Interest, NGO.

Advertising Agency: Havas Costa Rica
Chief Executive Officer: Diego Garcia
Chief Creative Officer: Josafat Padilla
Head Of Art: Roberto Morales
Creative Director: Sebastián Quirós
Copywriter: Vladimir Badilla
Art Director: Andrea Castro
Music: Memo Matamoros
Account Director: Jacqueline Castillo
Account Executive: Kimberly Salazar
Production Director: Walter Benavides
Brand Director essential Costa Rica: Daniel Valverde
Marketing Project Manager essential Costa Rica: Melanie Cabrera
Advisor Ministry of Culture: Lindsay Jiménez
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