SHIFT Porter Novelli’s latest campaign, “Sacá naturalmente tu pura vida”, developed for the Costa Rican Tourism Institute (ICT), is more than just another tourism campaign; it’s an invitation for the world to experience Costa Rica’s true essence. Launched as part of the World Tourism Day celebrations, this initiative seeks to connect with both tourists and locals by emphasizing the country’s most cherished trait: Pura Vida. This way of life embodies Costa Rica’s people, nature, and the warmth they offer, making this campaign not only a reflection of the country’s beauty but also a celebration of its spirit.
For SHIFT Porter Novelli, this campaign is a manifestation of their SHIFTING Culture model, which places culture at the heart of creative strategy. The ICT campaign showcases how the agency merges creativity and culture to communicate something deeper than just a marketing message. Pura Vida is not merely a tagline; it’s the pulse of the nation, and this campaign communicates that essence with authenticity, using storytelling that resonates emotionally with the audience. The use of human stories and everyday moments allows the audience to truly connect with the Costa Rican way of life, making the message transcend borders and leave a lasting impact.
Behind this campaign is a powerhouse team. Leading the charge were Rodrigo Castro, CEO of SHIFT Porter Novelli, alongside Oscar Solano, VP-CCO-CSO, and Gabriela Piedra, SVP of PR. Johana Perlaza, Account Director, played a key role alongside Karol Espinoza, PR Executive, and Jessica Centeno, Digital Executive, ensuring that every touchpoint was relevant and effective. The solid creative and strategic team was led by Nathalie Chinchilla, Head of Planning, with Gabriel Arias as Strategic Creative, and Carmen Mata overseeing design, bringing the campaign to life with visuals that encapsulate Costa Rica’s natural beauty. On the production side, Kaiju Hungry Creators, led by Tomás Jankovich, executed the vision flawlessly. The production team included Majo Fernández, Ariana Rodríguez, and Albin Montero, with audiovisual direction by Emiliano Canales and a brilliant crew that made every shot count.
What makes this campaign truly stand out is its ability to create an authentic, deep connection with its audience. In an industry where marketing often focuses on transactional messaging, SHIFT Porter Novelli proves that culturally relevant creativity can be a key differentiator. The message, “Sacá naturalmente tu pura vida,” invites people to experience Costa Rica in its purest form. This campaign exemplifies how the SHIFTING Culture approach can reshape how brands and countries communicate with the world, crafting stories that are not only memorable but impactful.
Campaigns like this don’t just reinforce the identity of a tourist destination; they elevate the standard for what’s possible when creativity, culture, and strategy come together. Through ICT and SHIFT Porter Novelli, Costa Rica continues to lead the way, positioning itself as a destination that offers more than just a vacation. It offers an authentic connection—one that stays with you long after the journey ends.
