case study

In a crowded market where new brands constantly emerge, long-standing presence doesn’t always equate to top-of-mind awareness. Despite Kärcher’s 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—while also introducing it to new ones—with relevance and emotion?

“30 Years of a Bright History” taps into nostalgia as a powerful emotional trigger to celebrate Kärcher’s legacy. The idea was to craft a campaign that revisits everyday life in Uruguay from three decades ago, creating vignettes where Kärcher might have silently been part of the scene—cleaning patios before family gatherings, keeping classic cars shining, or helping prepare small shops for the day’s work.

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 Kärcher’s long-standing role in people’s lives and positions it as a trusted, enduring solution—just as relevant today as it was then.

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—from moodboarding and layout design to photo treatments and scene compositions—ensuring a consistent visual language that echoed the aesthetics of the 1990s.

Working closely with the client, we crafted scenarios that subtly embedded the Kärcher brand into familiar, relatable past moments. My focus was to blend authenticity with impact, honoring the brand’s legacy while helping it stay culturally relevant across age groups.

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