In one ear, and out again: auditory branding

We never participate in pitch competitions or invest huge sums in self-promotion; we speak up when asked. From the outside, we might seem serious compared to industry norms, but at MIG Prisma, nothing pleases us more than simply doing our job well—which might sound like an unnecessary redundancy, but isn't. When you work hard and well, your creations rise above your initial goals., the budget, the available resources, or all of the above. And this is precisely what happened with the campaign Oleoestepa commissioned us to create. 

We were asked to tell the brand's story in a new way, leveraging the packaging redesign of its flagship products. We decided to immerse ourselves in portraying the world of life and history behind the new packaging, using music as the foundation for the campaign narrative. A love for the land, sustainability as an intrinsic value, support for the local economy, respect for roots and origins, a commitment to their culinary heritage, family as the heart of life, a dedication to doing things right—these were the many brand attributes we needed to distill into our campaign across TV, digital, print, and point-of-sale channels.  

We felt that for a product you can see, taste, and touch, the most natural approach was for the advertising to reach people through another sense as well: hearing. And we succeeded in turning the campaign into something far greater than just an effective initiative in terms of return: a connection of mutual understanding between the brand, consumers, and the structure of the sector itself.  

"Lo más natural" has reached 24 million people with a budget typical of a local campaign. It has transcended advertising to become the soundtrack of a way of life deeply rooted in a land with a distinctive character., where thousands of people work from dawn to dusk to create a unique product. 

These projects reconnect you with what led us to choose this profession—the very one to which Sabina dedicated one of his best songs… 

You know full well that you are the first. 
I’m not lying; I swear I would give... 
My whole life for you 
My whole life for you 
Y however, a little while each day 
You see? 
I would cheat on you with anyone. 
I would trade you for anyone. 

P.S. Okay, that’s not true. Sabina steers clear of advertising like it’s low-sodium water, but we had to wrap up this insular post with a musical touch—something that captures the experience of all of us who feel this profession chose us to do—well or otherwise—something that is wonderful in itself.