| Title | The Smart Legacy |
| Agency | el taier DDB Centro |
| Campaign | The Smart Legacy |
| Advertiser | IF THEN inc. |
| Brand | If Then |
| Date of First Broadcast/Publication | 2023 / 6 |
| Business Sector | Media, Publishing & Production |
| Philosophy | The Smart Legacy is an innovative technological solution developed by IF THEN inc. and el taier DDB Centro to safeguard and execute inheritances in the LGBTQ+ community, regardless of any country’s legislation. The Smart Legacy, the multi-award-winning campaign, grand prix in innovation at El Sol and among the 10 Best Campaigns in Guatemala at the Antigua Festival, has significantly impacted succession planning in Guatemala, with more than 150,000 users, it has demonstrated significant demand for a secure and accessible platform for storing and sharing legal documents related to succession. Beyond its practical benefits, the Smart Legacy has helped increase brand awareness and consumer engagement around gender representation and the importance of legal documentation for marginalized communities. The product has contributed to a more inclusive and equitable society in Guatemala, demonstrating the potential of technology to address real-world problems and promote positive social change. The Smart Legacy is a great example of how innovative technology can have a meaningful impact on individuals and communities, especially those who have been historically marginalized. |
| Media Type | Case Study |
| Length | |
| President | Manuel Madrid |
| Creative Chairman | Víctor Pardo |
| Chief Operating Officer (COO) | Hector Oliveros |
| Creative Vice President | Mar Frutos |
| Creative Vice President | Chiky Cáceres de Tena |
| Digital Director | Bryan Rodas |
| Account Director | Ana Molina |
| Copywriter | Mar Frutos |
| Designer/Art Director | Chiky Cáceres de Tena |
| Executive Producer | Karla Ninette Gordillo |
| Chief Executive Officer (CEO) | Juan Carlos Ruiz |
| Innovation Director | El Feo Revollo |
| 3D Artist | Nifdel Rivera |
| Director | Chiky Cáceres de Tena |
| Director | Iván Salinero |
| Director of Photography (DOP) | Iván Salinero |
| Director of Photography (DOP) | Herbert Pivaral |
| Colorist / Editor | Chiky Cáceres de Tena |
| Photographer | Iván Salinero |
| Production Company | Filmi.co |
| Production Company | BBQ Media |
| Executive Producer | Herbert Pivaral |
| Audio Editor | Pablo Ruano |
| Technology Development | Tribal Worldwide |
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