{"id":1948,"date":"2025-08-05T17:48:41","date_gmt":"2025-08-05T15:48:41","guid":{"rendered":"https:\/\/www.karateagency.com\/?post_type=proyecto&#038;p=1948"},"modified":"2025-10-24T14:26:04","modified_gmt":"2025-10-24T12:26:04","slug":"fuego","status":"publish","type":"proyecto","link":"https:\/\/www.karateagency.com\/en\/proyecto\/fuego\/","title":{"rendered":"Fuego"},"content":{"rendered":"\n<p>Valencia era uno de los nuevos territorios del pa\u00eds donde Mahou aspiraba a ser importante. Una zona donde otras cervezas competidoras ya estaban asentadas. El reto fue c\u00f3mo conectar con los valencianos y c\u00f3mo hacerlo desde el nuevo prop\u00f3sito y c\u00f3digo visual de la marca.<\/p>\n\n\n\n<p>La idea fue hacerlo en Fallas tomando el s\u00edmbolo del fuego no tanto como elemento, sino como actitud valenciana y fallera: \u201cEl fuego no quema, el fuego se lleva dentro\u201d. Una peli presentaba el concepto, pero toda la campa\u00f1a abarcaba todos los lugares de Valencia. Desde una propuesta gr\u00e1fica junto al dise\u00f1ador Ausias P\u00e9rez y su estudio TOT donde se jugaba con la termodin\u00e1mica para capturar ese fuego interior de los encuentros en Fallas, a eventos musicales, merchandising y un sorteo en los botellines donde poder llegar a formar parte de una Falla junto a tus amigos el a\u00f1o siguiente.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":true,"inline_featured_image":false},"origen":[21],"class_list":["post-1948","proyecto","type-proyecto","status-publish","hentry","origen-archivo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fuego &#8226; Karate Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.karateagency.com\/proyecto\/fuego\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fuego &#8226; Karate Agency\" \/>\n<meta property=\"og:description\" content=\"Valencia era uno de los nuevos territorios del pa\u00eds donde Mahou aspiraba a ser importante. 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