ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC104_BCD033M
Background
Parque de la Costa is an amusement park located in Tigre, Buenos Aires. Its history began in 1997 when it opened as the first large-scale theme park in the country. Since its opening, it has been a popular destination for families and tourists, offering a wide range of attractions, from roller coasters to live shows.
Over the years, the park gradually reduced its mass communication, which eventually led to the public that was already familiar with it no longer considering it one of the top entertainment options. At the same time, it failed to reach a new audience who didn’t know about it. Sales mirrored this silence, gradually declining each season, managing to stay afloat but not seeing any significant recovery. This was also due to the emergence of new entertainment options such as Temaikén, Tecnópolis, Aquasol, among others. The pandemic further complicated the situation with the total closure of the park due to national health measures, and the subsequent limited reopenings couldn’t improve revenues.
In January 2021, Fenix Entertainment Group, an Argentine holding company dedicated to various entertainment businesses in Ibero-America, acquired Parque de la Costa. This marked the beginning of a period of investment and maintenance in the park’s infrastructure, with the aim of strengthening the brand’s presence and increasing sales.
The next step was to redesign the brand’s identity, as Parque de la Costa needed to communicate this image, message, and tone change, while still honoring the brand’s history over the years and its intention to reconnect with its audience.
Over the years, the park gradually reduced its mass communication, which eventually led to the public that was already familiar with it no longer considering it one of the top entertainment options. At the same time, it failed to reach a new audience who didn’t know about it. Sales mirrored this silence, gradually declining each season, managing to stay afloat but not seeing any significant recovery. This was also due to the emergence of new entertainment options such as Temaikén, Tecnópolis, Aquasol, among others. The pandemic further complicated the situation with the total closure of the park due to national health measures, and the subsequent limited reopenings couldn’t improve revenues.
In January 2021, Fenix Entertainment Group, an Argentine holding company dedicated to various entertainment businesses in Ibero-America, acquired Parque de la Costa. This marked the beginning of a period of investment and maintenance in the park’s infrastructure, with the aim of strengthening the brand’s presence and increasing sales.
The next step was to redesign the brand’s identity, as Parque de la Costa needed to communicate this image, message, and tone change, while still honoring the brand’s history over the years and its intention to reconnect with its audience.
Creative Idea
Based on research conducted through interviews and surveys, and by consulting the public about what emotions Parque de la Costa evokes, we quickly reached a conclusion. People seek to live real experiences with their family or friends, and the park awakens a wide range of emotions, which we aimed to capture in this new identity.
But how do we go from the concept of "emotions" to a visual identity? How can we translate this concept into a graphic representation? Starting with the basics.
An amusement park evokes different reactions and sensations in each individual. People express themselves and let go, they act and react to the various stimuli the park offers. These reactions come from their emotions and are constantly present in every attraction at Parque de la Costa, in each ride and experience. This would be our starting point: reconnecting hearts with the essence of this factory of unforgettable moments, emphasizing each of the emotions awakened by its many attractions.
But how do we go from the concept of "emotions" to a visual identity? How can we translate this concept into a graphic representation? Starting with the basics.
An amusement park evokes different reactions and sensations in each individual. People express themselves and let go, they act and react to the various stimuli the park offers. These reactions come from their emotions and are constantly present in every attraction at Parque de la Costa, in each ride and experience. This would be our starting point: reconnecting hearts with the essence of this factory of unforgettable moments, emphasizing each of the emotions awakened by its many attractions.
Insights & Strategy
The first and primary insight is the foundational consumer of Parque de la Costa (and the category in general): I want to spend time outdoors (not through my phone) with my friends and family, where I can truly disconnect, feel free, and live genuine emotions, creating unique and unforgettable experiences with them.
In an era where we experience entertainment through our phones, this insight is especially powerful. The competition is also vast, and capturing attention is difficult.
Secondly, based on a deep observation and study of the category at a local, regional, and global level, there is an insight related to communication within the category: the communication strategy of amusement parks doesn’t reflect the emotions and fun experienced there; the communication doesn’t match the product.
The big challenge for Parque de la Costa was to combine these insights and address them in a striking and relevant way that would capture the attention of these hyper-stimulated and hyper-connected audiences, always competing with a wide variety of options, both outdoor and indoor activities.
On top of this, there was the complicated branding situation of Parque de la Costa, which had been losing presence and relevance over time. However, the investment in the park’s infrastructure and refurbishment was the perfect excuse to begin with a new, fresher, and more current identity (without ignoring its past journey) that would convey this new spirit visually and tonally.
In an era where we experience entertainment through our phones, this insight is especially powerful. The competition is also vast, and capturing attention is difficult.
Secondly, based on a deep observation and study of the category at a local, regional, and global level, there is an insight related to communication within the category: the communication strategy of amusement parks doesn’t reflect the emotions and fun experienced there; the communication doesn’t match the product.
The big challenge for Parque de la Costa was to combine these insights and address them in a striking and relevant way that would capture the attention of these hyper-stimulated and hyper-connected audiences, always competing with a wide variety of options, both outdoor and indoor activities.
On top of this, there was the complicated branding situation of Parque de la Costa, which had been losing presence and relevance over time. However, the investment in the park’s infrastructure and refurbishment was the perfect excuse to begin with a new, fresher, and more current identity (without ignoring its past journey) that would convey this new spirit visually and tonally.
Execution
The heart of the entire movement began with the review of the brand identity, understood holistically to encompass not only the visual dimension but also the purpose, voice, language, positioning, and even the user experience. All of these were interconnected, as we described earlier, with emotions at the core.
The goal was to unify all communication under a single criterion that would reference its historic brand, incorporate elements of it, and evolve. A versatile brand manual was then developed to guide the work, complementing a communication strategy aligned with the concept and the tone in which the brand would speak: expressive, effusive, liberating emotions, and even cathartic. Because Parque de la Costa is that place where you can go, let go of the routine, and let everything flow.
A new visual identity was created, including a logo and isologo, color palette, applications, and more, all of which would be applied not only in communication campaigns but also in the park’s rides and installations.
This isn’t just about a new logo and isologo; it’s about a fresh and current visual language that conveys everything we want to say directly and succinctly. Beyond the color palette, the key elements are the shapes (which can evolve according to communication needs) that help represent emotions, typography, onomatopoeia, images, sounds, animations, and much more.
This combination of elements gives rise to the new spirit of Parque de la Costa.
The goal was to unify all communication under a single criterion that would reference its historic brand, incorporate elements of it, and evolve. A versatile brand manual was then developed to guide the work, complementing a communication strategy aligned with the concept and the tone in which the brand would speak: expressive, effusive, liberating emotions, and even cathartic. Because Parque de la Costa is that place where you can go, let go of the routine, and let everything flow.
A new visual identity was created, including a logo and isologo, color palette, applications, and more, all of which would be applied not only in communication campaigns but also in the park’s rides and installations.
This isn’t just about a new logo and isologo; it’s about a fresh and current visual language that conveys everything we want to say directly and succinctly. Beyond the color palette, the key elements are the shapes (which can evolve according to communication needs) that help represent emotions, typography, onomatopoeia, images, sounds, animations, and much more.
This combination of elements gives rise to the new spirit of Parque de la Costa.
Results
Overall, all the brand efforts exceeded expectations for Business and Brand indicators, including Social Media.
BUSINESS RESULTS:
- Website Traffic (May 2024 to August 2024): +84.43% vs. same period last year.
- Sales (May 2024 to August 2024): +50.76% vs. same period last year.
BRAND HEALTH RESULTS:
- Total Spontaneous Awareness: 73% (vs. 54% previous period)
- Consideration among those who know the brand: 64% (vs. 48% previous period)
- Top of Mind: 40% (vs. 16% previous period)
- Familiarity: 56% (vs. 36% previous period)
- Clear and Modern Communications: 69% (vs. 30% previous period)
SOCIAL MEDIA RESULTS:
- New Instagram Followers: +110% vs. 2023 average
- Instagram Engagements: +385% vs. 2023 average
- Reach: +146% vs. Monthly Average of 2023
It was known that being the #1 brand in the category, reactivating communication would have a quick impact on the business. However, it was still surprising how quickly the results showed, with the change being reflected starting from the first radio campaign in November 2023. This confirmed that the emotional approach taken was the right one. Once the main campaign with the park’s new image was launched, the indicators skyrocketed again, ensuring the success of the chosen path.
BUSINESS RESULTS:
- Website Traffic (May 2024 to August 2024): +84.43% vs. same period last year.
- Sales (May 2024 to August 2024): +50.76% vs. same period last year.
BRAND HEALTH RESULTS:
- Total Spontaneous Awareness: 73% (vs. 54% previous period)
- Consideration among those who know the brand: 64% (vs. 48% previous period)
- Top of Mind: 40% (vs. 16% previous period)
- Familiarity: 56% (vs. 36% previous period)
- Clear and Modern Communications: 69% (vs. 30% previous period)
SOCIAL MEDIA RESULTS:
- New Instagram Followers: +110% vs. 2023 average
- Instagram Engagements: +385% vs. 2023 average
- Reach: +146% vs. Monthly Average of 2023
It was known that being the #1 brand in the category, reactivating communication would have a quick impact on the business. However, it was still surprising how quickly the results showed, with the change being reflected starting from the first radio campaign in November 2023. This confirmed that the emotional approach taken was the right one. Once the main campaign with the park’s new image was launched, the indicators skyrocketed again, ensuring the success of the chosen path.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
TombrasNiña / Buenos Aires
Chief Creative Officer
Camba Alvarez Travieso
Gonzalo Vecino
Designer
Santiago Mendez
Producer
Marcelo Kelez
Rolando Lambert
Social Media Manager
Kusi Sosa
Account Director
Milagros Pérez
Account Supervisor
Nicolás Maldonado
Chief Executive Officer
Luciano Landajo
Design Lead
Jimena Vigliero
Head of Art
Martin Bernasconi
Head of Business Development Latam
Pablo Panigatti
Head of Digital
Florencia Artacho
Head of Production
Valeria Pinto
Social Media Lead
Agustina Contreras
Related Awards
