Estefania López 

Strategy Director  | Brand & Comms


Work

  1. Wells Fargo. Money Logic
  2. Carnival. Find your Fun Again
  3. Ikea. Chaos ends at home
  4. Exito. The City of Disadvantage
  5. Tecate. The Handbook for Real Men


Bio

Services
Contact

Not Work

Exito →
Crónica, The City of Disadvantage


Goal. Raise awareness of chronic malnutrition in Colombia and drive donations to support over 560,000 affected children.
Brand Strategy. Reveal how childhood malnutrition leads to lifelong disadvantage.

Comms Strategy. Shift the issue from a distant problem to a shared societal concern by exposing its hidden impact on the country’s future.

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Awareness. Introduce Crónica, the City of Disadvantage—a virtual city representing so many Colombians affected by chronic malnutrition that, if gathered, they would form the country’s second-largest city.
Cinema - Digital Experience - PR.
Engagement. Bring the city to life through an episodic digital series, revealing how malnutrition limits learning, memory, opportunity, and emotional development.
Social - OLV
Donations. Connect the city’s stories to Éxito’s commitment to Zero Hunger by 2030.
Digital Ads - Retail - Touchpoints.
Go-To-Market Plan. Establish national relevance through a high-impact cultural moment led by trusted voices, including a Tour de France champion—letting people experience the problem, not just hear about it.

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Ignition. Shock the country with the scale of the problem.
Momentum. Build understanding through repeated, human stories.
Action. Drive donations by making inaction feel consequential.
Impact. Position Éxito as a leading force in ending chronic malnutrition in Colombia.
Role.
Led Brand Strategy, Comms and Audience Strategy, Go-To-Market Plan and IAT integration. Informed Media and Investment Strategy.