For more than a decade, Soy Palacio has been a consistently powerful campaign, reflecting intimate emotions and deep understanding of women. Terán TBWA has done it consistently and proves that for retail there are no formulas, only brave ones, and for this reason, I share with you the recently launched campaign in Mexico, with the trailer and the three-minute version.

In Mexico, Palacio de Hierro’s success over the years has a lot to do with a retail approach that relies on emotions and the identification of women with non-rational stimuli, with the separation of the conventional display of products with price, as well as the power of building a brand on daring brand values.

There are countless productions for Palacio de Hierro, however, the following is one of the old ones that I remember with more respect for Terán and his creatives, because they not only managed to innovate, but also did it with talent, good taste and aesthetic sensibility. In addition, the message was always relevant.