Diseño y ejecución de una campaña publicitaria, impulsada por el lettering como herramienta, para difundir la cultura del ballet en la ciudad de Cuenca, Ecuador

Abstract

This capstone project focuses on the design and development of a digital advertising campaign for the promotion of the ballet culture in the city of Cuenca - Ecuador, using lettering as a tool to generate greater recognition and appreciation of this art in the city. Based on the textual-contextual methodology proposed by Jordi Llovet, several design tools were used, from data collection to campaign testing, which helped guide the process. As a result, the Somos ballet campaign was created, including several graphic pieces and the media planning for its implementation.