A gem of a promo for a big mall franchise? Yep, that’s how we did it. In July, during Guayaquil’s Foundation Day celebrations, Riocentro Shopping, in collab with Gloria Gallardo—an iconic figure in the city’s culture—designed an exclusive jewel that captured the essence of La Perla del Pacífico (aka Guayaquil). What started as a simple collab turned into a campaign that had everyone talking and celebrating Guayaquil in a way you wouldn’t expect.