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THE IMMORTAL REVENGE. PASO DE LOS TOROS.

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Most advertising disappears. This one became a book.

On Valentine’s Day, while every brand celebrated love, I turned Paso de los Toros’ “cut out the sweetness” positioning into an invitation: send a message to your ex. The platform ran for a year.  The best messages became a published book.

FIAP Bronze. Diente Bronze. Effie Awards finalist.

Also mentioned in No Apples: 100 Other Top Innovators, curated by Cream.

The Immortal Revenge — Paso de los Toros Valentine’s Day anti-ex campaign case study poster
La Venganza Inmortal book for Paso de los Toros Valentine's Day campaign by Federico Zamponi
Editorial spread from 'La Venganza Inmortal' — Art Nouveau chapter design pairing 'EX [adjective]' typography with Mucha-style illustration.
Chapter divider from 'La Venganza Inmortal' — typographic series naming archetypes of former partners.
Editorial photograph of two readers holding 'La Venganza Inmortal' — anthology book from the Paso de los Toros brand intervention.
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