Admundi
#NoEsUrgente, a campaign for an NGO that needed allies, not strangers.
In a fast-paced world where advertising promotes immediacy, #NoEsUrgente stands for a simple truth: real human causes don’t need more haste. They need commitment, time and care.
The brief started as a university creative pitch: design a fundraising strategy for the NGO Admundi. The goal was clear and vital: securing corporate sponsorship from 12 companies to fund a full year of the ‘Justo Martínez’ Early Intervention Center in Cuzco, Peru, which cares for over 300 children from vulnerable rural communities.
Insight
In an over-saturated, people-pleasing media landscape, straightforwardness, honesty and transparency are the ultimate forms of disruption.
The idea
Let Admundi say the real urgency out loud, honestly and straight to the point. The campaign rejects superficial advertising and focuses on direct, authentic messages that build credibility and stand out in an environment saturated with ads.
From storyboard to posters, guerrilla pieces and emails, every piece keeps the same stripped-back voice.
What began as an academic challenge became a real, live campaign. After pitching our strategy of radical honesty, stripped-down design and direct corporate outreach, we worked closely with Admundi to adapt the assets to their needs.
Seeing a university proposal go from pitch deck to public execution is deeply rewarding, and knowing it actively supports a good cause makes it even more meaningful.
