Autosur (Volskwagen, Audi, Seat dealerships) – Internal Campaign

Overview:
Volkswagen Autosur—an authorized distributor of Audi, SEAT, and Volkswagen in southeastern Mexico—has always been committed to evolving and elevating its service standards. As part of their continuous improvement efforts, the group implemented a series of internal workshops focused on enhancing customer experience.

To reinforce the insights from those workshops and help embed them into the organization’s daily culture, they decided to launch an internal communication campaign.

The Challenge:
The initiative was titled “Ponle Corazón”–a phrase that translates to “Put Your Heart Into It.” It reflects the emotional connection that outstanding service can create between a brand and its customers, building trust, satisfaction, and loyalty. The challenge was to develop the campaign’s creative concept, identity, and messaging, along with all internal communication materials—working within the limitations of a modest, print-only budget.

The Idea:
I started by translating the essence of “Ponle Corazón” into a campaign that could resonate across all levels of the organization. Considering that exceptional service starts with genuine care–and that care must come from within, and it’s only you who have the power to do it. It’s not about policy; it’s about personal commitment. I needed to communicate that in a way that felt human, inspiring, and honest, without falling into sentimentality or cliché.

With budget limitations in mind, I developed a creative concept and narrative built around a powerful symbol: the human hand, driving the campaign’s slogan, “The change is in your hands,” reinforcing the creative idea that true transformation starts with each individual. It’s a personal decision to take action and bring heart into everything you do.

This concept allowed us stay within budget, avoiding expenses like studio shoots and model hiring by using selected stock photography. The result? A clean, compelling campaign that felt human and authentic without inflating production costs.

Each image of a hand is paired with a simple, icon-style graphic that amplifies the message. The typography is modern and approachable, and the neutral color palette was intentionally chosen to align seamlessly across all three brands in the group.

The Outcome:
With careful planning and creativity, I was able to maximize the campaign’s impact while staying fully within the client’s production constraints. I developed a full suite of materials, including: Posters and banners, table tents, brochures, restroom mirror decals, screensavers and more.

With minimal production costs and maximum clarity, Ponle Corazón became a cultural touchpoint across all dealerships—reminding every team member that great service isn’t just a task, it’s a personal choice made daily, with heart.

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