The art of turning a goodbye into a brand asset: this is “Hasta Lowi,” our first new campaign for Lowi

There are campaigns that manage to capture the collective sentiment of their time. In “Hasta Lowi,” the new project we developed for Lowi, the foundation is built from a powerful and recognizable insight: the accumulated frustration of those who have spent too much time with a company that doesn’t give them that little bit extra.

The challenge: standing out in a market of identical promises.

In telecommunications, networks look alike and prices converge. The competitive advantage lies in the ability to connect with the user’s real feelings. Lowi was already a benchmark for simplicity; the challenge was to provide it with a new emotional charge to lead the current conversation.

The strategy: betting on the catharsis of the farewell.

We decided to focus on something very different from most operators: the satisfaction of leaving. By taking ownership of an everyday expression like “hasta luego,” we transformed a common phrase into a symbol of empowerment. “Hasta Lowi” is not just a closing; it is the definitive invitation to say goodbye to whatever doesn’t give “that little bit extra.”

A powerful and metaphorical visual narrative.

To bring this idea to life, we opted for a setting filmed at the iconic Montjuic Olympic pools. In the spots, disenchanted customers jump from all kinds of diving boards into a pool of thousands of red balls: a safe and vibrant ecosystem representing Lowi’s reliable network and transparency. The jump is not just a visual resource; it is a metaphor for change.

To achieve this, we had a top-tier team:

• Direction and production: director Sega and the production company Lee Films gave the pieces a colloquial, direct, and proud tone, with a distinct personality in each execution.
• Photography: the graphic translation to digital media, outdoor, and stores was handled by photographer Anne Roig.
• The impact: an expression that aims for everyday conversation.

“Hasta Lowi” can be seen on television, digital media, and radio. The campaign also includes a media strategy aimed at amplifying the expression in daily life through mentions in radio programs and other actions. The goal is for “Hasta Lowi” to be not just a slogan, but a statement of intent that transcends paid media.

Enjoy the full campaign video: