Nombres con Calle logo over Flores El Galán, a street flower vendor, at night next to his cart

Nombres con Calle

The project

Getting paid with the name the barrio already knows.

Context

In Colombia, more than 763,000 neighborhood businesses keep the barrio running: corner shops, street vendors and small entrepreneurs who are well known in their communities but remain invisible to the digital financial system.

Insight

In the barrio, nobody looks for a business by its legal name. People know them as Doña Inesita, Flores El Galán or Aguacates Luchito. That nickname is already their brand.

Idea

dale!, Grupo Aval's digital wallet, turned those street names into personalized Tag Aval payment handles, so every business gets paid with the name the neighborhood already calls it.

How it works

Thanks to dale!'s integration with Bre-B, Colombia's interoperable payment system, businesses receive instant payments, even through WhatsApp, making selling and getting paid as easy as sending a message.

The campaign ran across film, key visuals, DOOH, OOH, digital and on real neighborhood businesses.

Client
dale! · Grupo Aval
Agency
LLYC Colombia
Role
Art Director
Year
2025
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Film still: a neighborhood business and its Tag Aval name
Key visual: Aguacates Luchito
Key visual: Doña Inesita
Key visual: Flores El Galán
Key visual: La Milagrosa
Digital bus shelter screen with the La Milagrosa key visual
Billboard: put the name everyone calls you on your Tag Aval
Street poster next to a fruit stall
Wall poster in a neighborhood street
Digital pieces: phone screens with business payment handles
Real neighborhood business with its dale! Tag Aval sign
Real neighborhood business with its dale! Tag Aval sign
Real neighborhood business with its dale! Tag Aval sign
Real neighborhood business with its dale! Tag Aval sign
Real neighborhood business with its dale! Tag Aval sign
Real neighborhood business with its dale! Tag Aval sign
Real neighborhood business with its dale! Tag Aval sign
Real neighborhood business with its dale! Tag Aval sign

Results

  • +$682MEarned media
  • +7 ptsBrand awareness
  • +1,400Businesses with Tag Aval
  • +70MAudience reached

View on Behance

05Born to FlyAvianca 06Sky Is for EveryoneAvianca 07Extra FlavorExtra 0825th Anniversary EditionAzúcar Providencia 09Take the LeadToyota 01Unasked SitesNovartisSilver · Young Lions 02Unused SignalVerizonBronze · One Show Young Ones 03Signs of PrideYaaj MéxicoBronze · Effie LatamBronze · Círculo de Oro4× Shortlist · FIAPCertificate of Excellence · SABREGold · Stevie Awards

Let's work together.

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+57 310 265 6483wfgomez113@gmail.com