Make it Real
BRIEF
YA – which in Spanish means now/right away – is a major Ecuadorian brand that produces flours, cake mix, cake decoration, pizza dough and other products. They wanted to show that with YA you can be creative, healthy and practical in the kitchen.
IDEA
We created the concept YA Hazlo Realidad / Make it Real Now – inspiring families to bring their recipes and imagination to life with YA products.
DIGITAL CONTENT
We developed a digital content strategy centered on local recipes made with YA products, riding the viral wave of short-form cooking videos popularized by BuzzFeed Tasty. The series combined practical recipes with playful creativity, positioning YA as the first Ecuadorian brand to embrace this trend.
RESULTS
The campaign strengthened YA’s role as Ecuador’s go-to kitchen brand, boosted its social media followers and engagement with recipe videos across platforms.
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Client – YA
Agency – Publicis
Creatives – Thaya Reyes / Marcelo Feitosa
Copywriter – Thaya Reyes
Art Director – Marcelo Feitosa
Designer – Juan Castellaños
Account Director – Genesis Lopez
Producer – Valentina Arria
Creative Director – Jairo Lezaca
Production Company – Bang
Director - David Villabona
Food Styling - Sofia Albán
Client – YA
Agency – Publicis
Creatives – Thaya Reyes / Marcelo Feitosa
Copywriter – Thaya Reyes
Art Director – Marcelo Feitosa
Designer – Juan Castellaños
Account Director – Genesis Lopez
Producer – Valentina Arria
Creative Director – Jairo Lezaca
Production Company – Bang
Director - David Villabona
Food Styling - Sofia Albán
