The Aitas
Several
Campaigns / Craft
Los Aitas is a heartwarming comedy that tells the story of fathers in the 80s who are forced to accompany their daughters to a gymnastics championship in Berlin. Lady Brava developed the positioning, creative concept, posters, and the entire communication campaign, as well as the film's graphic design.
POSITIONING + CREATIVE CONCEPT
For this project, we created a very clear positioning that emphasizes how disastrous fathers were back then. Always with a touch of humor. This is how “Eighties Dad, Zero Involvement” was born. A creative concept that we developed with a very eighties-inspired campaign.
A VERY EIGHTIES GRAPHIC UNIVERSE
INSPIRED BY VHS TAPES
The aesthetic of the entire Los Aitas universe was based on the typical colors and lines of the 80s. We created a striking lettering style, inspired by old VHS tapes. The main posters focused on the unmistakable style of these fathers with their daughters.
A CAMPAIGN OF NOSTALGIC HEADLINES
THANK YOU VERY MUCH FOR FATHER'S DAY
To mark Father's Day, schools in central Madrid awoke to some very special banners. These banners expressed gratitude to today's fathers for their involvement with their children, contrasting it with the role of fathers in the 1980s. Newspapers across the country covered the story.
HEADER DESIGN AND END CREDITS
FILE
+ Clients: Bteam Pictures / Inicia Films / Sayaka Producciones
+ Agency: Lady Brava
+ Photography: David Herranz
+ Media: Cinemas, Outdoor, Street Marketing, Guerrilla, Digital, Social Media