Península – El Nuevo Centro de Tijuana
Península, a new shopping and lifestyle destination in Tijuana, needed to launch with a distinct voice—one that didn’t just follow trends but set them. The brand wanted to connect emotionally with a complex, bicultural, and fast-paced city. Tijuana is layered: many of its residents live between borders, juggle dual identities, and live with twice the drive. The challenge wasn’t just to advertise a new mall; it was to define a new cultural landmark rooted in style, authenticity, and pride.
We developed the concept: Península, el acento de Tijuana—a bold positioning that plays off the visual identity of the brand (which includes an accent mark) and anchors Península as the new center of gravity in the city. A place where fashion, exclusivity, and identity converge—without the need to “cross over” to the U.S. We built a visual and narrative world that honored the creativity, elegance, and cultural pride of Mexico, crafting a launch campaign that made Península more than a location: it became a symbol of local evolution.
Creating a launch campaign for a space like Península wasn’t about branding a mall—it was about decoding a city.
“This project taught us that when you listen deeply to a place, you find its soul in the small details: the double lives, the double cultures, and the double the effort that defines Tijuana. The idea of “El Acento de Tijuana” came from understanding that being fashionable isn’t about luxury—it’s about identity, pride, and self-expression. When strategy aligns with local culture, the message resonates—and it becomes part of the city’s own voice.”