The entire campaign seeks to attack and activate the prejudices that we all have, from generating two levels of reading: prejudice and real intention. From the spot where we try to cross-link "Juana is transgender" and "Juana is unpunctual", to the OOH where we can read a resume or a prejudice, depending on where we put the focus. From this we invite you to ask ourselves: What do we look for when we look for talent?

The campaign was launched in early April 2018 and will continue running until the end of May

The spearhead was the spot "Juana", with guidelines in different formats and digital channels as well as on TV. Additionally, the campaign had a strong presence in Vía Pública, as well as other executions in Digital, which sought to increase the scope of the campaign and continue with the conversation initiated by the spot.

A key part of the success of the campaign was the high impact on PR it had, generating a scope and a buzz much greater than what was planned from the media. From the investment in media, we can say that in that sense it was a standard campaign for the brand.

On Facebook, YouTube & Instagram has 99.5% of Postive Sentiment. 0.5% of Negative Sentiment is given by comments from people who are against sexual diversity ... or unpunctuality.

- 2000% + Brand Interactions.

- +180% ZonaJobs WebSite Visits.

- The campaign started a conversation that spread through different national and regional media: Fast Company, NBC, NEO, Vice, Clarín, La Nación, Campaign, Public TV, TN, AdAge, among others. All this generated more than U $ S 1,100,000 Earned Media (vs. U $ S 1,200,000 U $ S Paid Media).