{"id":42650,"date":"2026-05-12T06:24:41","date_gmt":"2026-05-12T06:24:41","guid":{"rendered":"https:\/\/codewebbarcelona.com\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-2\/"},"modified":"2026-05-12T11:38:14","modified_gmt":"2026-05-12T11:38:14","slug":"campanya-de-comunicacio-de-la-setmana-thanks-for-coke-creating-by-vml","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/ca\/campanya-de-comunicacio-de-la-setmana-thanks-for-coke-creating-by-vml\/","title":{"rendered":"Campanya de comunicaci\u00f3 de la setmana: Thanks for Coke-Creating by VML"},"content":{"rendered":"<h3>Com Coca-Cola va transformar murals populars i r\u00e8tols de carrer en una campanya global sobre mem\u00f2ria visual, branding cultural i creativitat col\u00b7lectiva<\/h3>\n<p>Hi ha campanyes de comunicaci\u00f3 que volen controlar fins al m\u00e9s m\u00ednim detall visual d\u2019una marca. I despr\u00e9s hi ha projectes com <em>Thanks for Coke-Creating<\/em>, on una de les identitats m\u00e9s reconeixibles del m\u00f3n opta per fer just el contrari: obrir-se a la reinterpretaci\u00f3 humana, imperfecta i espont\u00e0nia. La campanya desenvolupada per <strong>VML<\/strong> per a <strong>Coca-Cola<\/strong> no es limita a celebrar versions \u201cmal fetes\u201d del seu logotip; va molt m\u00e9s enll\u00e0: posa en valor com una marca global acaba formant part de la mem\u00f2ria visual col\u00b7lectiva de milions de persones.<\/p>\n<p>Guardonada amb el <strong>Grand Prix<\/strong> i un <strong>Gold Award<\/strong> a la categoria <strong>Outdoor \u2013 Food &amp; Drink<\/strong>, a m\u00e9s de diversos premis als <strong>D&amp;AD<\/strong> \u2014incloent-hi un <strong>Yellow Pencil<\/strong>, diversos <strong>Graphite Pencils<\/strong> i <strong>Wood Pencils<\/strong>\u2014, la campanya s\u2019ha convertit en un dels exemples m\u00e9s rellevants de branding contemporani, cultura visual popular i comunicaci\u00f3 emocional.<\/p>\n<p>Per a qui treballem en <strong>branding, disseny gr\u00e0fic, campanyes de comunicaci\u00f3 i disseny visual des de Barcelona<\/strong>, aquest projecte \u00e9s una lli\u00e7\u00f3 magistral sobre com una marca pot deixar de ser una identitat corporativa r\u00edgida per esdevenir quelcom molt m\u00e9s viu: un llenguatge compartit per la gent.<\/p>\n<p><iframe title=\"COCA COLA - THANKS FOR COKE-CREATING (Case Study) | Campaign\" src=\"https:\/\/www.youtube.com\/embed\/gFQUmcwgoMg\" width=\"1920\" height=\"1080\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3>Context: quan una marca esdev\u00e9 part del paisatge urb\u00e0<\/h3>\n<p>Poques identitats visuals tenen el nivell de reconeixement global de Coca-Cola. El seu logotip, la tipografia i el vermell ic\u00f2nic formen part de la cultura popular des de fa generacions. Justament per aix\u00f2, la marca s\u2019ha reinterpretat milers de vegades en contextos quotidians d\u2019arreu del m\u00f3n: fa\u00e7anes de petits comer\u00e7os, bars, mercats, cellers, restaurants familiars i murals pintats a m\u00e0.<\/p>\n<p>Moltes d\u2019aquestes versions no segueixen cap manual corporatiu. Les lletres canvien, les corbes es deformen, les proporcions varien i els tra\u00e7os s\u2019adapten a les eines o habilitats de cadasc\u00fa. Tot i aix\u00ed, el resultat continua sent inconfusible. I aqu\u00ed neix el veritable insight de la campanya.<\/p>\n<p>Coca-Cola va entendre que aquestes reinterpretacions populars no eren errors visuals. Eren la prova d\u2019alguna cosa molt m\u00e9s potent: la marca ja no pertany nom\u00e9s a l\u2019empresa, sin\u00f3 tamb\u00e9 a la cultura.<\/p>\n<p>Durant d\u00e8cades, pintors de carrer, botiguers i petits comerciants han reconstru\u00eft el logotip de mem\u00f2ria, convertint-lo en part del paisatge urb\u00e0 i de la identitat visual quotidiana de les seves comunitats. <em>Thanks for Coke-Creating<\/em> neix precisament per recon\u00e8ixer i agrair aquesta creativitat espont\u00e0nia.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42645\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board1.jpg\" alt=\"\" width=\"1200\" height=\"849\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board1.jpg 1200w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board1-1000x708.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board1-750x531.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board1-400x283.jpg 400w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h3>La idea: convertir el branding popular en una campanya global<\/h3>\n<p>El concepte creatiu de la campanya parteix d\u2019una premissa tan senzilla com brillant:<\/p>\n<p><strong>la gent fa anys que \u201cco-crea\u201d Coca-Cola.<\/strong><\/p>\n<p>No des d\u2019estudis creatius ni departaments de branding, sin\u00f3 des del carrer, les botigues i els petits negocis on la marca s\u2019ha reinterpretat manualment generaci\u00f3 rere generaci\u00f3.<\/p>\n<p>VML va recollir aquests murals informals i versions populars del logotip per convertir-los en peces oficials de la campanya. Per\u00f2 ho va fer amb un enfocament molt particular: en comptes de corregir imperfeccions o refer les il\u00b7lustracions, va decidir preservar-ne completament l\u2019autenticitat.<\/p>\n<p>Aquest detall \u00e9s clau. Coca-Cola no \u201cmillora\u201d les peces. No intenta professionalitzar-les ni convertir-les en una versi\u00f3 m\u00e9s neta o corporativa. Les eleva tal com s\u00f3n, respectant-ne el car\u00e0cter hum\u00e0 i artesanal.<\/p>\n<p>El resultat \u00e9s una campanya que aconsegueix equilibrar dues dimensions aparentment oposades:<\/p>\n<ul>\n<li>la for\u00e7a ic\u00f2nica d\u2019una marca global,<\/li>\n<li>i la sensibilitat espont\u00e0nia del disseny popular.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42632\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-1.jpg\" alt=\"\" width=\"1523\" height=\"1080\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-1.jpg 1523w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-1-1269x900.jpg 1269w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-1-1000x709.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-1-750x532.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-1-400x284.jpg 400w\" sizes=\"(max-width: 1523px) 100vw, 1523px\" \/><\/p>\n<h3>Disseny vernacle i cultura visual popular<\/h3>\n<p>Un dels aspectes m\u00e9s interessants del projecte \u00e9s com reivindica el valor del <strong>disseny vernacle<\/strong>. En disseny gr\u00e0fic, aquest terme fa refer\u00e8ncia a les expressions visuals creades fora dels circuits professionals tradicionals: r\u00e8tols de carrer, cartells improvisats, lettering artesanal o il\u00b7lustraci\u00f3 popular.<\/p>\n<p>Durant anys, aquest tipus d\u2019expressions s\u2019han considerat \u201cincorrectes\u201d davant el disseny corporatiu normatiu. Per\u00f2 campanyes com <em>Thanks for Coke-Creating<\/em> demostren just el contrari: el disseny popular t\u00e9 una capacitat emocional i cultural enorme.<\/p>\n<p>Al v\u00eddeo de la campanya veiem pintors, comerciants i petits empresaris parlant de Coca-Cola des de la mem\u00f2ria i la intu\u00efci\u00f3. Molts reconstrueixen el logotip sense cap refer\u00e8ncia visual directa. El recorden perqu\u00e8 forma part de la seva vida di\u00e0ria.<\/p>\n<p>Aquest detall \u00e9s extraordin\u00e0riament potent des d\u2019una perspectiva de branding. Vol dir que la identitat visual ja no viu nom\u00e9s als manuals corporatius, sin\u00f3 tamb\u00e9 a la mem\u00f2ria col\u00b7lectiva.<\/p>\n<p>Per a qualsevol estudi de disseny gr\u00e0fic i branding a Barcelona, aquesta campanya \u00e9s una reflexi\u00f3 molt actual sobre com les marques contempor\u00e0nies tamb\u00e9 es construeixen a partir de l\u2019apropiaci\u00f3 cultural i la participaci\u00f3 popular.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42638\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board5.jpg\" alt=\"\" width=\"1200\" height=\"674\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board5.jpg 1200w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board5-1000x562.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board5-750x421.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/CocaCola_Thanks_for_Coke-Creating_Supporting_Board5-400x225.jpg 400w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h3>L\u2019imperfecci\u00f3 com a senyal d\u2019autenticitat<\/h3>\n<p>Un altre dels grans encerts del projecte \u00e9s la reivindicaci\u00f3 de la imperfecci\u00f3 visual. En una \u00e8poca en qu\u00e8 moltes identitats busquen la precisi\u00f3 absoluta i sistemes gr\u00e0fics hipercontrolats, Coca-Cola aposta per celebrar just el contrari.<\/p>\n<p>Les lletres tortes, els tra\u00e7os irregulars o les proporcions inusuals deixen de ser errors per convertir-se en senyals d\u2019humanitat. Cada mural i cada reinterpretaci\u00f3 cont\u00e9 la petjada d\u2019una persona concreta, d\u2019una t\u00e8cnica manual i d\u2019un context cultural \u00fanic.<\/p>\n<p>Aix\u00f2 connecta directament amb una tend\u00e8ncia molt actual dins el branding i la comunicaci\u00f3 visual: les marques ja no han de semblar perfectes per generar confian\u00e7a. Sovint, l\u2019autenticitat emocional \u00e9s molt m\u00e9s poderosa que la perfecci\u00f3 t\u00e8cnica.<\/p>\n<p>VML ent\u00e9n perfectament aquest canvi cultural. La campanya no busca ridiculitzar ni idealitzar les reinterpretacions populars; les presenta amb respecte i admiraci\u00f3.<\/p>\n<p>Aix\u00f2 fa que la campanya s\u2019apropi m\u00e9s a un arxiu cultural o un documental visual que no pas a una pe\u00e7a publicit\u00e0ria convencional.<\/p>\n<h3>Direcci\u00f3 d\u2019art: entre publicitat i arxiu cultural<\/h3>\n<p>Visualment, la campanya est\u00e0 executada amb una sensibilitat exquisida. Les peces utilitzen composicions netes i elegants que permeten que els murals i r\u00e8tols populars respirin visualment.<\/p>\n<p>La direcci\u00f3 d\u2019art evita qualsevol exc\u00e9s. No hi ha efectes innecessaris ni espectacularitat artificial. El protagonisme recau totalment en les reinterpretacions originals.<\/p>\n<p>Aquest enfocament genera un contrast molt potent:<\/p>\n<ul>\n<li>una de les marques m\u00e9s grans del m\u00f3n,<\/li>\n<li>representada a trav\u00e9s d\u2019il\u00b7lustracions fetes a m\u00e0, imperfectes i profundament humanes.<\/li>\n<\/ul>\n<p>La campanya aconsegueix aix\u00ed una fita dif\u00edcil: mantenir la for\u00e7a ic\u00f2nica de Coca-Cola mentre cedeix espai a la creativitat popular.<\/p>\n<p>A m\u00e9s, l\u2019\u00fas del mitj\u00e0 exterior aporta una dimensi\u00f3 conceptual especialment interessant. Moltes d\u2019aquestes il\u00b7lustracions van n\u00e9ixer precisament a l\u2019espai urb\u00e0. Tornar-les a portar al carrer a trav\u00e9s de publicitat exterior \u00e9s gaireb\u00e9 un gest simb\u00f2lic de retorn cultural.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42641\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/3000x2560-inside_ZpMmL84.format-webp.width-1600_R855bmvOFwTPCbRi.webp\" alt=\"\" width=\"1600\" height=\"1134\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/3000x2560-inside_ZpMmL84.format-webp.width-1600_R855bmvOFwTPCbRi.webp 1600w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/3000x2560-inside_ZpMmL84.format-webp.width-1600_R855bmvOFwTPCbRi-1524x1080.webp 1524w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/3000x2560-inside_ZpMmL84.format-webp.width-1600_R855bmvOFwTPCbRi-1270x900.webp 1270w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/3000x2560-inside_ZpMmL84.format-webp.width-1600_R855bmvOFwTPCbRi-1000x709.webp 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/3000x2560-inside_ZpMmL84.format-webp.width-1600_R855bmvOFwTPCbRi-750x532.webp 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/3000x2560-inside_ZpMmL84.format-webp.width-1600_R855bmvOFwTPCbRi-400x284.webp 400w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/p>\n<h3>Comunicaci\u00f3 emocional i branding participatiu<\/h3>\n<p>M\u00e9s enll\u00e0 del disseny gr\u00e0fic, <em>Thanks for Coke-Creating<\/em> funciona perqu\u00e8 ent\u00e9n una veritat fonamental sobre les marques actuals: les identitats m\u00e9s s\u00f2lides s\u00f3n aquelles que la gent sent com a pr\u00f2pies.<\/p>\n<p>La campanya no parla de producte ni de consum. Parla de mem\u00f2ria, comunitat i vincle emocional. Coca-Cola reconeix p\u00fablicament que milions de persones han contribu\u00eft, conscientment o no, a mantenir viva la seva identitat visual arreu del m\u00f3n.<\/p>\n<p>Aix\u00f2 converteix la campanya en un exemple brillant de:<\/p>\n<ul>\n<li>branding participatiu,<\/li>\n<li>comunicaci\u00f3 emocional,<\/li>\n<li>identitat flexible,<\/li>\n<li>i cultura visual compartida.<\/li>\n<\/ul>\n<p>En lloc d\u2019imposar perfecci\u00f3, la marca celebra la creativitat col\u00b7lectiva. I precisament per aix\u00f2 la campanya resulta tan propera i aut\u00e8ntica.<\/p>\n<h3>Impacte i reconeixement internacional<\/h3>\n<p><em>Thanks for Coke-Creating<\/em> va ser reconeguda internacionalment amb el <strong>Grand Prix<\/strong> i un <strong>Gold Award<\/strong> a la categoria <strong>Outdoor \u2013 Food &amp; Drink<\/strong>. A m\u00e9s, el projecte va rebre un gran reconeixement als <strong>D&amp;AD Awards<\/strong>, incloent-hi:<\/p>\n<ul>\n<li><strong>D&amp;AD Yellow Pencil<\/strong>,<\/li>\n<li>diversos <strong>Graphite Pencils<\/strong>,<\/li>\n<li>i m\u00faltiples <strong>Wood Pencils<\/strong>.<\/li>\n<\/ul>\n<p>Aquests premis reforcen la rellev\u00e0ncia del projecte no nom\u00e9s com a campanya publicit\u00e0ria, sin\u00f3 tamb\u00e9 com a exercici de disseny i craft visual contemporani.<\/p>\n<p>El sector creatiu va entendre que la campanya anava molt m\u00e9s enll\u00e0 de l\u2019outdoor tradicional. Era una reflexi\u00f3 sofisticada sobre identitat visual, cultura popular i mem\u00f2ria col\u00b7lectiva.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-42636\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-2.jpg\" alt=\"\" width=\"1523\" height=\"1080\" srcset=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-2.jpg 1523w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-2-1269x900.jpg 1269w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-2-1000x709.jpg 1000w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-2-750x532.jpg 750w, https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2026\/05\/campana-de-comunicacion-de-la-semana-thanks-for-coke-creating-by-vml-2-400x284.jpg 400w\" sizes=\"(max-width: 1523px) 100vw, 1523px\" \/><\/p>\n<h3>Conclusi\u00f3: quan una marca ent\u00e9n que ja forma part de la cultura<\/h3>\n<p><em>Thanks for Coke-Creating<\/em> demostra que el branding m\u00e9s potent no sempre neix del control absolut, sin\u00f3 de la capacitat d\u2019una marca per acceptar com la gent la transforma, l\u2019adapta i la fa seva.<\/p>\n<p>Des de la nostra perspectiva com a <strong>ag\u00e8ncia de branding, disseny gr\u00e0fic i comunicaci\u00f3 a Barcelona<\/strong>, aquesta campanya \u00e9s una de les grans lli\u00e7ons del branding contemporani: les marques m\u00e9s ic\u00f2niques s\u00f3n aquelles que s\u2019integren de manera natural a la vida quotidiana i a la cultura visual de les persones.<\/p>\n<p>Coca-Cola va entendre que aquells murals imperfectes no eren versions incorrectes de la seva identitat. Eren proves d\u2019afecte, mem\u00f2ria col\u00b7lectiva i creativitat popular. I en recon\u00e8ixer-les p\u00fablicament, va transformar el disseny vernacle i l\u2019art urb\u00e0 espontani en una de les campanyes de comunicaci\u00f3 m\u00e9s humanes i culturalment rellevants de l\u2019any.<\/p>\n<h3>Cr\u00e8dits<\/h3>\n<p><strong>Projecte:<\/strong> Thanks for Coke-Creating<br \/>\n<strong>Ag\u00e8ncia:<\/strong> VML<br \/>\n<strong>Marca:<\/strong> Coca-Cola<br \/>\n<strong>Pa\u00eds:<\/strong> Estats Units<br \/>\n<strong>Categoria:<\/strong> Outdoor \u2013 Food &amp; Drink<br \/>\n<strong>Premis:<\/strong> Grand Prix, Gold Award, D&amp;AD Yellow Pencil, Graphite Pencil, Wood Pencil<br \/>\n<strong>Tipus de campanya:<\/strong> Branding \/ Outdoor \/ Comunicaci\u00f3 visual<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Com Coca-Cola va transformar murals populars i r\u00e8tols de carrer en una campanya global sobre mem\u00f2ria visual, branding cultural i creativitat col\u00b7lectiva Hi ha campanyes de comunicaci\u00f3 que volen controlar fins al m\u00e9s m\u00ednim detall visual d\u2019una marca. I despr\u00e9s hi ha projectes com Thanks for Coke-Creating, on una de les identitats m\u00e9s reconeixibles del [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":42661,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,211,134],"class_list":["post-42650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-marketing","category-disseny-grafic"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campanya de comunicaci\u00f3 de la setmana: Thanks for Coke-Creating by VML - Code Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/ca\/campanya-de-comunicacio-de-la-setmana-thanks-for-coke-creating-by-vml\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campanya de comunicaci\u00f3 de la setmana: Thanks for Coke-Creating by VML - Code Barcelona\" \/>\n<meta property=\"og:description\" content=\"Com Coca-Cola va transformar murals populars i r\u00e8tols de carrer en una campanya global sobre mem\u00f2ria visual, branding cultural i creativitat col\u00b7lectiva Hi ha campanyes de comunicaci\u00f3 que volen controlar fins al m\u00e9s m\u00ednim detall visual d\u2019una marca. 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