Alpina Holandes Christmas billboard — La Navidad sabe a tradición que se comparte
Campaign · OOH · Key Visual · Alpina

La Navidad sabe
a tradición.

Es deliciosa la Navidad.

Alpina Arequipe Holandes Celebración Christmas Campaign OOH · Billboard · Mupi
ClientClienteCliente
Alpina Colombia
CampaignCampaña
Es Deliciosa la Navidad
Formats
Billboard · Mupi · Street
DivisionDivisiónDivisión
Brandnew

A Christmas campaign key visual for two of Alpina's most beloved products — Arequipe and Holandes Celebración cheese. One campaign tagline, three OOH formats, two product worlds, one unmistakable Colombian Christmas feeling: tradition shared at the table.

Una imagen clave de campaña navideña para dos de los productos más queridos de Alpina — Arequipe y queso Holandés Celebración. Una imagen. Un tagline. Una mesa donde Colombia se reúne.

Una imagen clave de campaña navideña para dos de los productos más queridos de Alpina — Arequipe y queso Holandés Celebración. Una imagen. Un tagline. Una mesa donde Colombia se reúne.

2
Products: Arequipe + Holandes Celebración
3
OOH formats: billboard · mupi · street panel
1
Tagline. Infinite Colombian Decembers.
🎄
"Es deliciosa la Navidad"
The CampaignLa Campaña

Christmas in Colombia has a taste.

In Colombia, Christmas isn't December 25th — it's December everything. From the novenas starting December 16th, to the family feasts of Nochebuena, food is the language of celebration. Alpina has been part of those tables for decades. This campaign made that belonging explicit.

En Colombia, la Navidad no es el 25 de diciembre — es todo diciembre. Desde las novenas que comienzan el 16 de diciembre, hasta las reuniones familiares, hasta las arepas a medianoche. El arequipe y el queso de Alpina están en cada mesa. El brief: apropiarse de esa mesa.

En Colombia, la Navidad no es el 25 de diciembre — es todo diciembre. Desde las novenas que comienzan el 16 de diciembre, hasta las reuniones familiares, hasta las arepas a medianoche. El arequipe y el queso de Alpina están en cada mesa. El brief: apropiarse de esa mesa.

The BriefEl BriefEl Brief
"Make Alpina the emotional centre of Christmas — without saying it, by showing the moment."
"Hacer de Alpina el centro emocional de la Navidad — sin decirlo, mostrando el momento."
"Hacer de Alpina el centro emocional de la Navidad — sin decirlo, mostrando el momento."
Alpina asked for a Christmas campaign that could work across Out-of-Home formats — from highway billboards seen at 80km/h to backlit bus-stop mupis studied for 30 seconds while waiting for the bus. The key visual had to carry the same warmth and recognition across every scale and context. Two products, two formats, one unmistakable Colombian Christmas feeling.
The ApproachEl Enfoque
"One tagline. Two product worlds. Real people eating with real joy. Christmas doodles that feel like your abuela drew them."
"Un tagline. Dos mundos de producto. Personas reales comiendo con alegría real. Garabatos navideños que parecen dibujados por tu abuela."
We built the campaign around three elements: a hero photo of a real person in the act of Christmas joy (eating, laughing, sharing), the product placed with confidence at the centre of the composition, and a hand-drawn illustration layer of Christmas motifs — snowflakes, holly, star-flowers — drawn in a loose, sketchy white line that feels personal rather than corporate. The Alpina blue — sky-bright, festive — carries the whole campaign.
Alpina Holandes — highway billboard. La navidad sabe a tradición que se comparte
Format 01 · Highway Billboard · Valla exterior
Holandes Celebración — "La Navidad sabe a tradición que se comparte"
Abuelito holding empanadas. Product centre-right. Hand-drawn Christmas botanicals. Sky blue.
Campaign Voice

One tagline.
Three emotional registers.

The campaign uses a single structural formula — "La Navidad sabe a ___" — that can pivot per product, per format, and per emotional moment. The master line speaks to tradition and sharing; the product-specific line speaks to the particular joy each product carries.

NAVIDAD
Master Tagline
La Navidad sabe a tradición que se comparte.
Holandes Celebración · All OOH formats
The anchor line — used on the highway billboard with Holandes Celebración. "Tradition that is shared" is the emotional truth of the Colombian Christmas table: the food that comes back every year, the recipes that are passed down, the cheese that the whole family knows by name.
DULCES
Product Variant — Arequipe
La Navidad sabe a sonrisas dulces.
Arequipe · Street panel + Digital
"Sweet smiles" — the Arequipe variant speaks directly to the caramel's emotional register: indulgence, childhood, happiness. A young woman licking her finger. The joy is immediate and physical. The product is the punch line of the image.
DELICIOSA
Campaign Endline — All formats
Es deliciosa la Navidad.
Alpina master brand · Every execution
Every format closes with "Es deliciosa la Navidad" — a line that attributes the deliciousness to Christmas itself, not just the product. Alpina isn't saying "our product is delicious." It's saying Christmas is delicious — and implying, without stating, that Alpina is the reason. The Alpina logo completes the thought without needing words.
Alpina Arequipe — backlit bus stop mupi at night. La navidad sabe a tradición que se comparte
Format 02 · Bus Stop Mupi · Parada de bus · Noche
Arequipe — "La Navidad sabe a tradición que se comparte"
Hand holding Holandes from above, hand holding Arequipe from below. Urban night blur. Full vertical format. Backlit.
Design System

Sky blue, hand-drawn joy,
and real Colombians.

The visual system is built on three layers: photography, lettering, and hand-drawn illustration. Each layer plays a distinct role. The photography grounds the emotion in real human joy. The lettering delivers the message at speed. The Christmas doodles make the whole thing feel made-by-hand.

Layer 01
Hero Photography
Real people · Real joy · No studio perfection
Each execution features a real person in an authentic eating moment — an abuelito laughing with empanadas, a young woman licking arequipe off her finger. The photography intentionally avoids the sterile food-campaign aesthetic. These are your family.
Layer 02
Mixed-Weight Lettering
Uppercase block + Handwritten italic · Deep navy blue
The headline uses two weights in deliberate tension: heavy uppercase sans for "LA NAVIDAD SABE A" and a flowing handwritten script for the emotional key word — "tradición", "sonrisas", "comparte". At billboard speed, the contrast makes both parts legible independently.
Layer 03
Christmas Doodle Overlay
White line · Hand-drawn · Holly · Snowflake · Star · Berry
Overlaid on every execution: a loose white-line illustration of Christmas motifs — holly leaves, snowflakes, decorative stars, berry clusters. They're drawn in a deliberately imperfect, hand-made style that feels like someone took a white marker to the poster. Personal. Colombian. Warm.
Alpina Blue
#3a8fd4
Primary bg · All formats
Deep Navy Blue
#1a4e8a
Headline type · Logo
Light Sky
#6ab8e8
Bg gradient highlight
White
#ffffff
Doodles · Endline type
Christmas Red
#d42020
Holly berries · Accent
Alpina Arequipe — underground street panel. La navidad sabe a sonrisas dulces
Format 03 · Street Panel · Panel urbano · Interior
Arequipe — "La Navidad sabe a sonrisas dulces"
Young woman eating Arequipe. Dark concrete underground context. Coloured ornaments and star doodles. Eye-level human scale.
OOH Strategy

Three formats,
three distances,
one truth.

Each OOH format is designed for a different physical relationship between viewer and image — and adapted accordingly.

Highway Billboard — 80km/hTwo seconds of attention. The abuelito's laugh is legible from 200 metres. "La Navidad sabe a tradición" at one glance. Product top-right.
Bus Stop Mupi — 30 secondsVertical format. The hands entering from above and below frame the product and the message. The night blur context makes the backlit blue glow feel festive.
Street Panel — Eye levelThe longest dwell time. The woman's face fills the left third. Her joy is the invitation to read the copy. The Arequipe product is mid-composition, inseparable from her expression.
The Products

Two products.
Two Colombian
Decembers.

Holandes Celebración and Arequipe are different emotional territories — one is savoury, shared, ancestral; the other is sweet, indulgent, personal. The campaign honours both without flattening them.

Holandes Celebración — Reserva EspecialThe Christmas cheese. On every Colombian table from December 16th. The Reserva Especial edition positions it as a premium gift and a family centrepiece. The abuelito format speaks directly to the generational warmth this product carries.
Arequipe — Christmas EditionArequipe is Colombia's caramel — on the nativity feast table, in the Christmas desserts, licked straight from the jar. The Christmas edition packaging features Santa and the seasonal branding. The woman's pure delight at eating it is the entire campaign argument.
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Alpina Colombia · Christmas Campaign · OOH
A Christmas that tastes like tradition — because every Colombian December, Alpina has always been at the table.
Brandnew Studio — Es Deliciosa la Navidad Campaign
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