Bonafont Kids
Herencia
The "Herencia" (Inheritance) campaign for Bonafont Kids was built on a simple, universally relatable insight: children naturally inherit and mimic their parents' behaviors. Whether it is an unconscious physical tick, a particular way of laughing, or how they stand when looking into the fridge, kids are constantly watching.
The campaign uses humor to show these unavoidable inherited traits, before pivoting to the campaign's core message: "Some habits are inherited, and others are taught." By acknowledging that not all habits are voluntary, the ads empower parents to consciously teach healthy choices, positioning Bonafont Kids (light water with natural fruit juice) as the easy, healthy habit to pass on.