Turning the mud from the cold drop tragedy into a talisman for Projar’s reconstruction.
Summary
After 40 years in business, Projar’s facilities were completely destroyed by the 2024 cold drop.
Following a year of reconstruction whilst operating from temporary premises, the company was looking for an idea to mark the opening of its new offices and to thank the affected employees and customers for their efforts.
The strategic challenge was to transform the element that caused the tragedy — the mud — into something with a positive meaning. Given that Projar’s business is precisely the production of substrates (soil), we decided that the very mud that had brought the company to a standstill should become the symbol of its new chapter and the driving force behind a deeply emotional direct marketing campaign.
Result
We created “COR” (meaning “heart” in Valencian), a series of handcrafted charms made from the actual mud extracted from the site following the disaster.
Working alongside a master potter, we purified the mud and shaped it by hand over a period of six weeks to create unique pieces with a wood-like texture and the brand’s signature green colour.
This initiative meant that, at the opening of the headquarters, every employee received a physical object symbolising the team’s resilience and the origins of their business.
The result was a resounding success: we managed to turn waste from the disaster into a collector’s item that transformed a simple gift into a powerful story of reconstruction.
