Calma
2023
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Role:
Creative Direction
Work done @
QuintoAndar
Following the acquisition of the Navent Group, Grupo QuintoAndar faced the challenge of unifying multiple real estate brands across Latin America while respecting local nuances. Branding teams collaborated to develop a flexible “fix & flex” platform establishing a consistent regional identity while allowing space for local adaptation.
Grounded in the insight that home-searching is a life-defining decision, the new brand personality is bold, optimistic, and approachable. A clear, witty tone helps users feel supported and confident throughout their journey.
This strategy came to life in Calma, QuintoAndar’s first regional campaign, launched in 2023. For the first time, brands like Zonaprop (Argentina), Inmuebles24 (Mexico), Adondevivir (Peru), and Plusvalía (Ecuador) joined forces under a shared creative and media effort.
The campaign addressed the emotional highs and lows of finding a home—offering reassurance that, despite the stress, the ideal place is out there. Aired across TV, digital, and OOH, Calma also marked the public debut of the unified visual identity across all markets.
Illustrations by Raul Aguiar
Production company: Primo
Directed by Wacho
Building on the foundation of the new brand platform, QuintoAndar Group launched its first unified regional campaign in 2023 — “Calma.” This marked a major milestone: for the first time, the group’s classifieds brands across Latin America Zonaprop (Argentina), Inmuebles24 (Mexico), Adondevivir (Peru), and Plusvalía (Ecuador) — joined forces under one cohesive communications strategy.
Rooted in the emotional reality of home searching, the campaign aimed to deliver a reassuring message: despite the anxiety, fear, and excitement that come with the process, your ideal home is out there—and it’s closer than you think. “Calma” positioned the brands as calm, trustworthy partners during one of life’s most intense decisions, reinforcing the idea that users could move forward with confidence.
The campaign was activated across TV, digital, and out-of-home channels, and also served as a vehicle to roll out the rebrand across all markets. Visually and tonally aligned, the effort brought consistency to the Group’s presence throughout the region—turning a complex multi-market structure into a single, unified voice built on local understanding and shared purpose.
