{"id":1718,"date":"2025-07-27T18:35:44","date_gmt":"2025-07-27T18:35:44","guid":{"rendered":"https:\/\/agustinmanana.com\/?post_type=project&p=1718"},"modified":"2025-11-25T22:06:45","modified_gmt":"2025-11-25T22:06:45","slug":"karcher-30-years-of-a-bright-history","status":"publish","type":"project","link":"https:\/\/agustinmanana.com\/es\/project\/karcher-30-years-of-a-bright-history\/","title":{"rendered":"Karcher: 30 a\u00f1os de una historia brillante"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Header” _builder_version=”4.16″ _module_preset=”default” background_color=”#fe5a25″ background_enable_image=”off” custom_padding=”||0px||false|false” box_shadow_style=”preset7″ box_shadow_horizontal=”0px” box_shadow_vertical=”-10vw” box_shadow_color=”#FFFFFF” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” custom_padding=”||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/agustinmanana.com\/wp-content\/uploads\/2025\/07\/kv_karcher_30-years_boy_2025-1.jpg” title_text=”kv_karcher_30-years_boy_2025″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”About” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_row column_structure=”2_3,1_3″ _builder_version=”4.16″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”b6cb9bd8-0fbd-4699-b58d-51b3d480db23″ header_2_font=”Candal|||on|||||” header_2_text_color=”#000000″ header_2_font_size=”60px” header_2_line_height=”1.1em” header_2_font_size_tablet=”30px” header_2_font_size_phone=”22px” header_2_font_size_last_edited=”on|phone” header_2_line_height_tablet=”1.2em” header_2_line_height_phone=”1.3em” header_2_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Karcher
<\/span>30 Years of a Bright History<\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_divider color=”#000000″ divider_weight=”2px” _builder_version=”4.16″ _module_preset=”dc234230-4e46-48ae-b6af-881b12bbb07c” max_width=”320px” module_alignment=”right” height=”2px” custom_margin=”||20px||false|false” module_alignment_tablet=”left” module_alignment_phone=”” module_alignment_last_edited=”on|tablet” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.16″ _module_preset=”b3f744e8-66fc-4449-a995-41b3c3d24a27″ header_font=”||||||||” header_6_font=”Montserrat|700|||||||” header_6_text_color=”#000000″ header_6_font_size=”18px” header_6_line_height=”1.6em” max_width=”320px” module_alignment=”right” custom_margin=”||10px||false|false” header_6_font_size_tablet=”16px” header_6_font_size_phone=”14px” header_6_font_size_last_edited=”on|phone” module_alignment_tablet=”” module_alignment_phone=”” module_alignment_last_edited=”on|desktop” global_colors_info=”{}”]<\/p>\n

case study<\/h6>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ _builder_version=”4.16″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”7881ab5e-a97a-4c4b-9080-7f7a75e3a6bb” header_font=”||||||||” header_4_font=”Montserrat|700||on|||||” header_4_text_color=”#000000″ header_4_font_size=”22px” header_4_line_height=”1.6em” custom_margin=”||0px||false|false” header_4_font_size_tablet=”16px” header_4_font_size_phone=”14px” header_4_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Problem<\/h4>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”f0cf31b9-b2e7-4752-a57c-6e2f73347b36″ text_font=”Montserrat||||||||” text_text_color=”#000000″ text_font_size=”16px” text_line_height=”1.8em” text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”55px” header_font_size_last_edited=”off|desktop” global_colors_info=”{}”]<\/p>\n

In a crowded market where new brands constantly emerge, long-standing presence doesn\u2019t always equate to top-of-mind awareness. Despite K\u00e4rcher\u2019s 30-year history in Uruguay, many younger or recently exposed consumers may still view it as a new player. The challenge: how do you reconnect with generations who grew up with the brand\u2014while also introducing it to new ones\u2014with relevance and emotion?<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ _builder_version=”4.16″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”7881ab5e-a97a-4c4b-9080-7f7a75e3a6bb” header_font=”||||||||” header_4_font=”Montserrat|700||on|||||” header_4_text_color=”#000000″ header_4_font_size=”22px” header_4_line_height=”1.6em” custom_margin=”||0px||false|false” header_4_font_size_tablet=”16px” header_4_font_size_phone=”14px” header_4_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Solution & Impact<\/h4>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”f0cf31b9-b2e7-4752-a57c-6e2f73347b36″ text_font=”Montserrat||||||||” text_text_color=”#000000″ text_font_size=”16px” text_line_height=”1.8em” text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”55px” header_font_size_last_edited=”off|desktop” locked=”off” global_colors_info=”{}”]<\/p>\n

\u201c30 Years of a Bright History\u201d<\/strong> taps into nostalgia as a powerful emotional trigger to celebrate K\u00e4rcher\u2019s legacy. The idea was to craft a campaign that revisits everyday life in Uruguay from three decades ago, creating vignettes where K\u00e4rcher might have silently been part of the scene\u2014cleaning patios before family gatherings, keeping classic cars shining, or helping prepare small shops for the day\u2019s work.<\/p>\n

These moments were designed to resonate with Millennials, Gen X, and Boomers alike, drawing on authentic visual references, warm tones, and analog textures to evoke memory and recognition. The campaign simultaneously reinforces K\u00e4rcher\u2019s long-standing role in people\u2019s lives and positions it as a trusted, enduring solution\u2014just as relevant today as it was then.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”7881ab5e-a97a-4c4b-9080-7f7a75e3a6bb” header_font=”||||||||” header_4_font=”Montserrat|700||on|||||” header_4_text_color=”#000000″ header_4_font_size=”22px” header_4_line_height=”1.6em” custom_margin=”||0px||false|false” header_4_font_size_tablet=”16px” header_4_font_size_phone=”14px” header_4_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

My Role<\/h4>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”f0cf31b9-b2e7-4752-a57c-6e2f73347b36″ text_font=”Montserrat||||||||” text_text_color=”#000000″ text_font_size=”13px” text_line_height=”1.8em” custom_margin=”||10px||false|false” text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”55px” header_font_size_last_edited=”off|desktop” global_colors_info=”{}”]<\/p>\n

    \n
  • Key Visual Design<\/li>\n
  • Creative Copywriting<\/li>\n
  • Strategic <\/span><\/span><\/span>Research<\/li>\n
  • Adaptation & Application<\/span><\/span><\/span><\/li>\n<\/ul>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”f0cf31b9-b2e7-4752-a57c-6e2f73347b36″ text_font=”Montserrat||||||||” text_text_color=”#000000″ text_font_size=”16px” text_line_height=”1.8em” text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” header_font_size_tablet=”55px” header_font_size_last_edited=”off|desktop” global_colors_info=”{}”]<\/p>\n

    I led the art direction and visual storytelling for the campaign, developing a concept rooted in emotional resonance and generational memory. Oversaw the creation of all campaign assets\u2014from moodboarding and layout design to photo treatments and scene compositions\u2014ensuring a consistent visual language that echoed the aesthetics of the 1990s.<\/p>\n

    Working closely with the client, we crafted scenarios that subtly embedded the K\u00e4rcher brand into familiar, relatable past moments. My focus was to blend authenticity with impact, honoring the brand\u2019s legacy while helping it stay culturally relevant across age groups.<\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Gallery” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/agustinmanana.com\/wp-content\/uploads\/2025\/07\/kv_karcher_30-years_girl_2025.jpg” title_text=”kv_karcher_30-years_girl_2025″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/agustinmanana.com\/wp-content\/uploads\/2025\/07\/kv_karcher_30-years_couple_2025.jpg” title_text=”kv_karcher_30-years_couple_2025″ _builder_version=”4.27.4″ _module_preset=”default” locked=”off” 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global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Projects” _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”b6cb9bd8-0fbd-4699-b58d-51b3d480db23″ header_2_font=”Candal|||on|||||” header_2_text_color=”#000000″ header_2_font_size=”60px” header_2_line_height=”1.1em” header_2_font_size_tablet=”30px” header_2_font_size_phone=”22px” header_2_font_size_last_edited=”on|phone” header_2_line_height_tablet=”1.2em” header_2_line_height_phone=”1.3em” header_2_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

    Related Projects<\/span><\/h2>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.27.4″ _module_preset=”default” locked=”off” global_colors_info=”{}”][et_pb_fullwidth_portfolio fullwidth=”off” show_date=”off” zoom_icon_color=”#fe5a25″ _builder_version=”4.27.4″ _module_preset=”default” portfolio_header_font=”Darker Grotesque||||||||” title_font=”Darker Grotesque|700||on|||||” global_colors_info=”{}”][\/et_pb_fullwidth_portfolio][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Contact” _builder_version=”4.16″ _module_preset=”default” background_color=”#FFFFFF” use_background_color_gradient=”on” background_color_gradient_stops=”#ffffff 70%|#000000 70%” background_color_gradient_start=”#ffffff” background_color_gradient_start_position=”70%” background_color_gradient_end=”#000000″ background_color_gradient_end_position=”0%” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|phone” _builder_version=”4.16″ _module_preset=”default” background_color=”#FFFFFF” max_width=”900px” module_alignment=”center” custom_padding=”6vw|5vw|6vw|5vw|true|true” custom_padding_tablet=”80px|50px|80px|50px|true|true” custom_padding_phone=”40px|20px|40px|20px|true|true” border_width_all=”4px” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.16″ _module_preset=”b6cb9bd8-0fbd-4699-b58d-51b3d480db23″ header_2_font=”Candal|||on|||||” header_2_text_color=”#000000″ header_2_font_size=”60px” header_2_line_height=”1.1em” header_2_font_size_tablet=”30px” header_2_font_size_phone=”22px” header_2_font_size_last_edited=”on|phone” header_2_line_height_tablet=”1.2em” header_2_line_height_phone=”1.3em” header_2_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

    Let’s Work Together<\/h2>\n

    [\/et_pb_text][et_pb_contact_form _builder_version=”4.27.4″ _module_preset=”_initial” form_field_background_color=”#FFFFFF” form_field_font=”Montserrat||||||||” form_field_font_size=”16px” form_field_line_height=”1.8em” custom_button=”on” button_text_size=”18px” button_text_color=”#000000″ button_bg_color=”#FFFFFF” button_border_width=”4px” button_border_color=”#000000″ button_border_radius=”0px” button_font=”Montserrat|700|||||||” button_icon=”$||divi||400″ button_custom_padding=”16px|50px|16px|50px|true|true” button_custom_padding_tablet=”16px||16px||false|false” button_custom_padding_phone=”12px|32px|12px|32px|true|true” button_custom_padding_last_edited=”on|tablet” link_option_url=”hello@agustinmanana.com” hover_enabled=”0″ form_field_font_size_tablet=”15px” form_field_font_size_phone=”14px” form_field_font_size_last_edited=”on|desktop” button_text_size_tablet=”16px” button_text_size_phone=”14px” button_text_size_last_edited=”on|desktop” border_width_all=”4px” 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