Pura Pasión:
Alpura
50 years Anniversary
Sales Convention
Role:
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Concept / Ideation
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Associate Creative Director
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Art Director
Client:
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Alpura
Partners & Collaborators:
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TKL
Alpura is a prominent dairy company based in Mexico, known for producing high-quality milk and a wide range of dairy products, including yogurt, cheese, and cream.
Founded in 1972, it has established itself as a household name, recognized for its commitment to freshness, innovation, and sustainable farming practices. Alpura plays a significant role in the Mexican food industry, contributing to local economies and providing nutritious options to consumers.
Its brand is associated with reliability and tradition, making it a key player in the dairy sector in Mexico and beyond.
Overview
Pura Pasión (Pure Passion): The "Alpura" sales convention was a landmark event for the company, bringing together its executives and 400 leaders from the national sales force.
Held in 2022, the convention marked a moment of great significance as it coincided with Alpura's 50th anniversary—a milestone that added a celebratory and strategic dimension to the gathering. The event served as a pivotal platform to unveil the company’s new strategic plan, review business results, introduce innovative products, and reinforce the commitment to excellence that has defined Alpura for half a century.
This milestone not only honored the company’s rich legacy but also charted the course for an ambitious and dynamic future.
Capitalizing on the excitement of the Qatar 2022 World Cup, the event's entire concept was centered around the dynamic and engaging theme of soccer as an analogy.
Pura Pasión:
Alpura
As the celebration of the company’s 50th anniversary, the event carried the responsibility of being a transformative and landmark experience for participants, setting a defining moment in the company’s history.
In addition to insightful presentations, the program was designed to feature engaging team-building activities, a nostalgic journey through the company’s legacy, and dynamic outdoor experiences.
The Challenge
The objective was to craft a deeply immersive and impactful event—one that would be both memorable and inspiring, enhancing the reception of key messages while fostering a strong sense of belonging and pride among attendees.
The main stage
The main stage came alive with a vibrant fusion of screens, lights, and captivating projections.
Leveraging the excitement of the Qatar 2022 World Cup and Mexico's deep passion for soccer, a concept was created to serve as a bridge between this milestone event and the company.
This gave rise to "Pura Pasión" (Pure Passion). The word Pura—a core element of the brand’s identity and even part of its name, "Al-pura"—was paired with Pasión, an emotionally charged and dynamic term closely tied to the world of sports.
From this foundation, the entire visual language of the event, along with each individual experience, was meticulously designed around the vibrant and captivating theme of soccer.
The Concept
As part of the event’s dynamic experience and to instill a strong sense of belonging and pride among participants, we introduced the "Alpura Team"—a squad representing the top sales leaders from across Mexico. To bring this concept to life, we developed the team's full identity, including a custom jersey and a commemorative medal signifying their selection.
The team’s emblem was thoughtfully designed using the brand's visual language, serving as a powerful symbol of unity and connection for all attendees.
The App
To streamline organization and enhance the flow of information among organizers, executives, and participants, a custom app was developed to serve as a central hub for all event-related details.
Attendees could download the app prior to the event, allowing them to prepare with essential information such as venue maps, dress codes for each occasion, and the daily agenda. The app also featured a messaging center to share important updates and provide real-time answers to any questions that arose during the event.
In addition to its logistical functions, the app was leveraged to create an interactive participation dynamic throughout the event.
Attendees could earn points based on their engagement and involvement in various activities and sessions, with the most active participants winning prizes sponsored by Alpura. This feature not only encouraged active participation but also added an element of excitement and competition to the experience.
Team Members Banners
One of the most well-received surprises of the event was the creation of personalized banners for each attendee. Through the app’s registration process, participants were asked to submit a photo meeting specific guidelines, along with their full name and a representative personal value.
Using this information, customized images were created, showcasing each individual in the Alpura Team uniform in various poses. These banners were then displayed in the foyer of the main plenary hall, which had been transformed and decorated to resemble the locker room of a professional team inside a stadium, adding an immersive and memorable touch to the experience.
Passion TV
To create a memorable experience and maintain the event’s cohesive theme, the plenary hall was transformed into a dynamic sports channel studio for the presentation of future plans, new products, and the updated strategy.
Drawing inspiration from the iconic visual styles of networks like ESPN and FOX Sports, the setup featured stereotypical graphic elements associated with major sports broadcasters. Various "shows" were created, each serving as a unique vehicle to convey specific information, adding a creative and engaging layer to the event’s narrative.
