In the middle of the pandemic, Mexico City had a problem: rumors on the street said masks didn't work. Misinformation was spreading faster than the virus, and people weren't wearing protection.
The government needed a campaign that could cut through the noise—something clear, friendly, and honest enough to change minds on the street level.
The government needed a campaign that could cut through the noise—something clear, friendly, and honest enough to change minds on the street level.
Llévalo Puesto (Wear It On) became a visual language for the city. Simple messaging paired with bold color blocks gave each reason to wear a mask its own visual identity. No medical jargon. No fear tactics. Just real people and real reasons.
We cast everyday citizens through an open public call, making the campaign as relatable as the neighborhoods it lived in.
The design system was clean, modular, and adaptable, fitting seamlessly into Mexico City's urban aesthetic from billboards to bus stops to guerrilla posters.
The design system was clean, modular, and adaptable, fitting seamlessly into Mexico City's urban aesthetic from billboards to bus stops to guerrilla posters.
In a moment when trust was fragile and information was messy, we created something straightforward: wear the mask, here's why, and here's who else is doing it with you.