The ChallengeHow do you change the way people feel about Mondays?
For Estrella Galicia, Mondays were universally perceived as the worst day of the week—grey, heavy, and uninspiring. The challenge was to transform that negative cultural perception into something positive, emotional, and worth celebrating.
The OutcomeWe created a transmedia campaign under the positioning “Estrella Galicia: A Different Story.
The idea was to reframe Mondays through a metaphor: If Monday were a town, it would be abandoned, forgotten, and avoided.
Our goal: rescue this “town” and turn it into a place full of life, experiences, and stories.
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Orange textures and bold storytelling graphics, symbolizing energy and change.
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Save Mondays” (Salvemos el Lunes) became the rallying cry, inviting people to reimagine the day with optimism.
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Crowdfunding, social media hashtags, live events, and product tie-ins (special edition beers) built a participatory movement around Mondays.
The ConceptThe result was a viral brand movement that transformed cultural perception:
Mondays became a story of possibility, not frustration.
The campaign blended digital interaction, live experience, and brand storytelling, turning consumers into active participants.
Estrella Galicia grew brand awareness, reinforced its position as a brand with a “different story,” and connected with younger audiences on an emotional, playful level.
My Design Philosophy