Location: Bogotá, Colombia
Agency: (VMLY&R Commerce)
Brand: Fenavi
Role: Art Director
Agency: (VMLY&R Commerce)
Brand: Fenavi
Role: Art Director
Description: Conceptualized and executed "Rómpela," a nationwide campaign that reimagined the egg as a high-performance daily superfood. I created a dynamic cultural narrative featuring elite Colombian athletes—such as Caterine Ibargüen and Rigoberto Urán—combining striking culinary art direction, clean typographic hierarchy, and energetic messaging to transform an everyday staple into a tool that boosts physical and mental strength.
Software: Adobe Illustrator, Photoshop, InDesign.
This historic milestone, achieved on October 11, 2019, in the Main Park of the municipality of Soacha (Cundinamarca) as part of the campaign "Smash it every day with the power of the egg", required the use of more than 59,000 eggs and the coordinated work of SENA apprentices, chefs, and instructors, feeding more than 15,000 people in the community and reaffirming the poultry sector's commitment to nutrition and development in Colombia.
Guinness World Records grants this recognition to the National Federation of Poultry Farmers of Colombia (Fenavi) and the Colombia Egg Program, in alliance with the National Learning Service (SENA), for having achieved the world record title as the creators of the world's largest scrambled eggs (The World's Largest Scrambled Eggs), with an official certified weight of 3,112 kilograms.
The Highest Global Recognition (Golden Egg Award): During the International Egg Commission (IEC) summit in Copenhagen, the strategy “Break Every Day with the Power of Eggs,” developed by Fenavi and its Huevos Program, reached the top of the egg industry by winning the Golden Egg Award.
As the best advertising campaign worldwide in the egg category, Colombia outperformed countries such as Canada, Brazil, and Denmark, proving that Colombian creativity and innovation have no limits on the global stage.
Client:
Fenavi
Team:
Chief Creative Officer: Edwin Pineda.
Creative Director: Ricardo Espitia.
Account Management: Andrea Wilches.
Copy: Daniel Navarrete, María Camila Alfaro.
Art Direction: Mariana Rivera, Ricardo Espitia.
Digital Agency: Keep Agencia
Producer: Caracol Televisión.
Chief Creative Officer: Edwin Pineda.
Creative Director: Ricardo Espitia.
Account Management: Andrea Wilches.
Copy: Daniel Navarrete, María Camila Alfaro.
Art Direction: Mariana Rivera, Ricardo Espitia.
Digital Agency: Keep Agencia
Producer: Caracol Televisión.