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Sí nos importan


'Sí nos importan' was an initiative by ALDI to promote the consumption of fruits and vegetables by changing the way in which we use the Spanish language to discriminate on them.

We encouraged people to change typical sayings like 'Me importa un pimiento' (I don't give a pepper), used when something is not of importance, or 'Dar calabazas' (To give pumpkins) when you reject an offering, to whatever they wanted.

The campaign launched with a TVC that then invited you to create a new saying at sinosimportan.com, and become "the savior of fruits and vegetables".

'Me importa un pimiento' became 'Me importa un selfie', 'Dar calabazas' turned into 'Dar boleto', and many other sayings were changed forever. Now our fruits and vegetables do matter.

Creative Direction: Maite Carrillo.
Digital Copywriter: Miguel Coletta.
Digital Art Directors: Rubén Hidalgo, Irene Sánchez, Pol Fàbregas.