When we produced this campaign, we kept in mind what our target most likes and, in general, what we could call the ‘youtube era’. We needed to create brand values that were as changeable and heterogeneous as the target is. That’s why the whole campaign is the result of 3 different creative paths. The three of them pursuit the same goal: impact the core target as much as possible and place Mixta into customers’ top of mind, producing attraction to the brand.