This project was born as a response to the great challenge we faced during the pandemic: how can we communicate a relevant message, in a differential way, if we cannot shoot something ad-hoc?
SMEs were at the core of the economic crisis caused by the COVID 19 pandemic and the containment measures put them in a more delicate situation than that experienced during the 2008 financial crisis. In some countries, a deterioration in the financial situation of SMEs could have had devastating effects.
The economy is an engine in which each gear, large or small, acts on the others, adding kinetic energy to the rest to generate movement. It is a chain reaction, which spreads and multiplies exponentially every effort.
This was no time to be quiet, we had to send a message to all the SMEs in the countries where we were operating (Mexico, Argentina, Peru, Colombia, USA, Spain and Turkey). And we saw no better way to do this than by lighting the way.
Our Lightstream is the visual representation of opportunities and is in every one of our communications. Light is a universal metaphor for hope, but we also wanted our light to have the physical property of unblocking the obstacles that prevented people from getting back to work. This is how this piece was born, as a message of support for these SMEs.
Moreover, it wasn’t an empty message, as we made it tangible at that complicated time, offering direct support and channelling public funds to SMEs in each country in a different way. This animation allowed us to create an atmosphere in which we could give a symbolic image to this support and show the teamwork behind it.
Because now, opportunities are created by all of us.