La Moderna launches the communication strategy for Origen, Cushman & Wakefield’s sustainable project comprising more than 750 CSR actions based on the SDGs.

La Moderna, the creative consultancy of Vector ITC a Softtek Company, an international technology and digital group, has launched the “Origen” communication campaign for the company Cushman & Wakefield. This is the first project that is committed to responsible management of shopping centres based on the UN’s 17 Sustainable Development Goals (SDGs), with the aim of “changing the world and committing to a better future”, by contributing to a new management model based on a commitment to the environment and sustainability.

“Origen” is made up of more than 750 social responsibility actions that will be carried out in the 39 shopping centres and retail parks of Cushman & Wakefield, one of the leading real estate consultancies in Spain, with an annual footfall of more than 140 million visits. Therefore, it is estimated that these social initiatives will have a great impact on environmental awareness, offering a positive contribution to society throughout different communities in our country. To carry out these actions, collaboration agreements have been signed with the Red Cross, the Food Bank, the Spanish Association Against Cancer and the Adecco Foundation.

“Our mission goes far beyond business. We want to promote change and achieve a social, environmental and economic scope, committed to innovation and sustainability in order to adapt to social and market trends and thus achieve a positive impact. La Moderna’s campaign brings together all the necessary tools for the correct implementation of the Origen brand in multiple shopping centres. When talent, values and determination come together, there are no limits”. – Beatriz Muro, Marketing Consultant at Cushman & Wakefield.

La Moderna has developed a complete communication strategy for this ambitious project, creating, in addition to the brand, its verbal and visual identity, as well as a Brand Center: logo and corporate identity, launch actions, tactical actions, manifesto, publications in RRSS, commercial presentation, UI kit, landing page, among others.

“Origen is not only a pioneering initiative in the shopping centre segment, it is a brave commitment by our client to responsible management and sustainability, which can be extrapolated to other sectors. Together with Cushman & Wakefield, we firmly believe in a change of mentality of companies to make compatible and align business objectives with the Sustainable Development Goals. As our campaign says, we want to be the origin of great changes”. – Nacho Muñoz Tobar, CEO of La Moderna.