About the project

Hype Drinks wants to enter the Spanish market with a digital-focused strategy. To this end, they created the #hackthealgorithm campaign, aimed at young people and digital natives. Through 3 graphics they seek to incite to break or reinvent the established rules in a daring and thought-provoking way.

The following copy was created: “Tools may vary, hard work doesn’t”.

This phrase reflects an insight that unfortunately is still valid, and almost all of us who work in design have been touched by it in some way. Design and the new professions of the digital era have been stigmatized for years because they don’t necessarily require great physical effort.

However, this does not mean that they are not hard work.

The 3 pieces I propose for this campaign aim to equate some professions whose performance involves great physical effort with others that will be developed in a digital environment.