Burnout is a syndrome caused by excessive work stress. This is a disease recognized by the WHO that can lead to diabetes, heart disease and depression.

To combat it, it is important to stop. For this reason, Manantial Water decided to create Detente, an invitation to take a break to think about oneself and balance work and personal life.

We were asked to create a new CCI for Coca-Cola's Manantial Water, and it was found that the differential of superiority with respect to traditional waters is perceived when it is taken slowly, that is why we found in ''Detente'' the way to create a powerful CCI, understanding that the target audience was sacrificing everything for work excesses and did not see breaks as something indispensable for professional and personal success; that made ''Detente'' a platform that materializes the benefits of the product with a current problem.

To understand the superiority of Manantial Water, you have to drink it slowly. Therefore, he invited the whole country to pause through a book for the sake of their health. This book contains the stories of 5 people who based their success by adding pauses in their lives:

Alvaro Clavijo (one of the most important chefs in the continent), Vanessa de la Torre (Journalist, writer and host of the most important radio program in the country), Johana Bahamón (Former actress and director of Fundación Interna), Mauricio Salazar (Former entrepreneur and today high performance athlete) and Christian Byfield (former entrepreneur and today world traveler).

The book was created with slow production techniques, noble materials, analog photographs and illustrations, special binding that invites readers to pause through design and, additionally, it has Masterclass formats, podcasts and coaches to make people incorporate and respect the pauses in their life routines.

This book was created from noble materials such as cardboard, with silk-screen printing and hand-sewn techniques.

In terms of design, it is made to tangibilize our concept of ''stop'', so it contains special binding elements that invite readers to pause during the experience, handmade processes, slow photographic shuttering accompanied by analog techniques such as collodion and additionally has Masterclass formats, podcast and coaches to make people incorporate and respect the pauses in their life routines.

None of its elements were created with agility. Its production expands our concept of ''Detente'' and invites its readers to take the necessary time to interpret it thanks to a slow reading mechanics.

700% increase in social media community to date.

20,000,000 impressions to date

50,000 USD in earned media to date.