Every Sunday, during my afternoon (post-hangover mate), I’ll share three powerful ideas transforming culture, marketing, and creativity.
IDEA 1: Te damos lo tuyo
Vicio is a burger delivery brand in Barcelona and Madrid that refuses to look like fast food. No red-and-yellow. No mascots. No family-friendly vibes. Instead: bold typography, black backgrounds, rotating 3D product shots, and even a Nike collaboration. It's Supreme level McDonald's.
The positioning is absolute. "Te damos lo tuyo. Fast, Good & Loud." The site doesn't try to appeal to everyone—it speaks to young, urban, culturally connected people who care about brand identity as much as taste. 10/10
IDEA 2: Strong Ground
Brené Brown introduces "strong ground"—the ability to lead from grounded confidence and clear values, especially under pressure. Her thesis: if you abandon your values when things get hard, they weren't really values. She uses "pocket presence" (from football) to explain great leadership. A quarterback doesn't panic when the defense collapses—they stay calm, read the field, make the play. Leadership is the same.
More from Harvard Business Review here.
Link: YouTube
IDEA 3: Tropical Holidays
Pollo Tropical's billboards are a masterclass in cultural fluency and wordplay. Each takes a familiar American reference and filters it through a Caribbean lens. The campaign works because of its confidence in specificity. It doesn't try to appeal to everyone. It speaks directly to people who know what yuca is, who understand that cilantro garlic is a flavor identity, who celebrate holidays with a Caribbean twist.
Work by Macias Creative
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