The Jirón Brand, soon to be 120 years old, launches its new purpose as a brand: I slept well to dream big. Thus, it brings us a positive and hopeful message for Costa Ricans after having lived through different scenarios of the country's reality for several years.

Its relaunch was with a peaceful and positive demonstration to raise awareness of what is needed at the country level to get ahead, which is nothing more than work, conviction and dreaming big to achieve great things.

In this first landing of its advertising campaign, it will communicate its new brand purpose, which is that Costa Rica can and deserves to dream big. And that for 120 years the brand has witnessed the great moments of the country; And now, in the midst of the lags of the pandemic, is when the political class is most needed. It is a request to take off your colors, for more upcoming elections, and to “roll up your sleeves” all together to shoot for the same side. We think we need that coupled with harder work. This is the time to move forward for more closure of the year, that perhaps it is good to take short breaks or vacations (it serves to recharge batteries) but that Costa Rica needs them again on January 3 and that they put their effort into closing the agenda of the year to start with new hopeful projects this 2022.

Why the Assembly? It was chosen as one of the main bodies of democracy and participates in most of the decisions that provide economic reactivation, security, prosperity, stability and a promising future for all Costa Ricans.

It is a message that seeks to raise awareness so that they set an example of what it means to be a responsible and dedicated citizen for everyone. So that message goes down to the rest of the citizens of Costa Rica. It also seeks to encourage them to give until the last this end of the year to have an obviously great 2022. The people need them as well as the public sectors and in this case the private sector.

The main message at the mattress demonstration was: