Muy Mucho is a home decor brand with more than 2 years in the Panamanian market. In terms of strategy, they needed to connect with the local audience in an authentic way in line with their brand identity, tone and voice. BRIEF

Considering that in 2019 the City of Panama celebrated its 500 years of foundation. RPS proposed a “Social Responsibility” strategy to connect directly with their Panamanian community. The campaign consisted in the alliance with the NGO / Mua Mua Foundation, in charge of preserving, promoting and sharing the importance of the Panamanian handcrafts.

The execution consisted of a curation of handicraft items produced in the indigeneous communities that Mua Mua NGO supports integrated with the items of the new collections from Muy Mucho to show how traditional pieces can be part of your home and increase the level of style, besides supporting the cultural heritage of our country helping it to keep it alive.


The feedback from the Muy Mucho community was positive and the campaign obtained the highest organic reach ever in social media. 95% of the pieces from Mua Mua Foundation were sold during the campaign.

Muy Mucho connected to their local audience and helped break stereotypes for the use of handicrafts as part of a modern, cool and stylish decoration in your home.