Listening from the inside out — the brand gave up its voice so women could use theirs.
By 2021, Argentina's rural-urban divide was one of the loudest fault lines in public debate. Seven agricultural organizations, united under Fundación Barbechando, asked us for a campaign that didn't argue back. "Bajo el mismo cielo" made the case for empathy over confrontation — reminding the country both sides live under the same sky. We led it end-to-end, and it reached national media coverage.