Given the progressive attempts from different Latin American countries to normalise activities during the pandemic, LATAM home products company Magia Blanca and agency Rocknrolla felt that it was time for them to stand out with a message that talks about much more than what's going on.

“With Magia Blanca LATAM we were always following the news regarding these crazy times we are going through. With them, we’ve launched our first social distance messaging, before many of the regional governments. But we knew that the most important message for the brand was about going back to 'normal'," mentioned Diego Castillo, integral creative director at Rocknrolla.

The team thought about a concept that connects with what many people are thinking in different parts of the world: "I don't want to go back to normal."

The message expresses an honest reflection on the challenges and new situations caused by the pandemic, many of which helped us to recover the value of time, family and loved ones.

“It is a fact that many things in the way we used to live weren’t right. It is also a fact that the brands that live with us in our homes are the first that should help us think about that and help us build our new reality including all the learnings that we’ve achieved the last year,” said Fede Ahunchain, creative director at Rocknrolla.

With this campaign Magia Blanca looks to the future with a fresh and positive point of view, which highlights the experiences lived during the pandemic and expresses that when everything returns to 'normal', we must not forget that 'the best will always be at home'.

With the creative direction of Diego Castillo and Fede Ahunchain, the production direction of Leo Cornejo and the collaboration of Alicante films, La Rockolita and the Bowie Cafe, the campaign combines digital media and out of home from Peru to Mexico.