The Ministry of Heritage asked us to develop an informative campaign targeting younger generations, about the Zaparo Culture, and its danger to be extinct.

Our challenge was to make out of an irrelevant topic for youngsters, like ancient cultures, a relevant and hip one for them.

The objective was clear, we needed to take Zaparo out of the critically endangered cultures list.

In order to achieve our goal, we considered as a strategy, to actively engage and inform young people about the Zaparo culture by using one of the most powerful communication codes for this generation: FASHION.

We contacted Ushabi, the last Zaparo speaking person in the world and introduced him to Gustavo Moscoso (GM), one of the most famous fashion designers in Latin America.

Together they designed and developed a clothing line targeting young people called "The Zaparo Collection".

The National Government, because of the Zaparo Collection impact, officially took Zaparo out of the critically endangered cultures list.

Gustavo Moscoso gave the Zaparo collection a sense of coolness.

The designs were carefully crafted and placed for sale at GM´s exclusive stores transmitting trust and credibility.

Ushabi and GM promoted the collection together converting Zaparo in the fashion brand for young people in Ecuador.

Gustavo Moscoso gave the Zaparo collection a sense of coolness.

The designs were carefully crafted and placed for sale at GM´s exclusive stores transmitting trust and credibility.

Ushabi and GM promoted the collection together converting Zaparo in the fashion brand for young people in Ecuador.

The Zaparo Collection sold out in just two weeks. Celebrities, sports men, young actors and socialites have worn it.

Zaparo Collection is the only fashion collection inspired in an ancient endangered culture.

An amazing thing happened, The National Government, because of the Zaparo Collection impact, officially took Zaparo out of the critically endangered cultures list.