Kisses, columns, and a lot of (self)irony to turn a common problem into a branding opportunity.

For Valentine's Day, we set ourselves a challenge: to introduce a brand that, at first glance, has nothing to do with the holiday into the conversation about love. Autodaz, an e-commerce site specializing in the sale of car parts, was going to be the star of Valentine's Day. And we succeeded by talking... about scratches.

We started with a powerful idea: “Your car isn't scratched. It's in love.”

A humorous twist that transforms the branding on the car body into a romantic gesture, and the car into a hopeless lover. The campaign was launched under the concept #AmoresQueRayan (#LovesThatRay) with a narrative designed to go viral on social media, be heard on the radio, and conquer Barcelona's parking lots.

We started thinking and saw that most brands talk about ideal love, about flowers, dinners, and perfect hearts. So, we wanted to give it a twist and saw that between the cars and parking lot columns, there are great love stories, always sealed with a kiss. So we decided to look at another kind of love: the one that leaves a mark, not to say the one that leaves a mark. Literally. In other words, kisses in the parking lot.

Our challenge was to highlight these love stories between cars and obstacles and turn them into an excuse to talk about spare parts. The campaign was launched with an intervention in 141 parking garages in Barcelona, where we placed printed messages directly on columns and walls, flyers on windshields, and digital billboards, aiming to turn each collision into an unconventional declaration of love. We accompanied this with radio spots, social media content, and a narrative that bore the hallmark of Autodaz: relatable, direct, and with a touch of humor. Because yes, love sometimes borders on things. But it can also be fixed.

Creative axis: from defect to effect

A) We created an emotional and fun story, where the “kisses” from the car when parking are not accidents, but displays of affection.

B) The copies became declarations of love:

“I’m not crazy, I’m in love.”
“I make love with protection.”
“That touch was with feeling.”
“There are loves that leave their mark. Others that border.”

The result: a memorable, shareable, and highly recognizable campaign that positions Autodaz as a relatable, distinctive brand with a great sense of humor.