Traditionally, cartoons have adhered to the unwritten principle that the antagonist always comes out on the losing end. However, in this instance, the villain realises that chasing the 'good guy' will not result in any tangible benefits. In a moment of insight, they uncover the prize they had been seeking, and consequently, both parties emerge victorious. This concept was incorporated into the campaign identity, implying that good ideas are rewarded regardless of their origin, and can come from unexpected sources – not just the predictable favourites or heroes.

The visual narrative, featuring animated illustrations, is built upon the mythical characters crafted by Hanna Barbera, resulting from the collaboration with Barcelona-based design studio Gabinete Exquisito. With the tagline "Win Win", the characters engage in various scenarios to demonstrate how an idea can alter the course of events and make a positive impact on the world. The campaign's message conveys a clear social aspect and embodies an optimistic and bold spirit for the design industry.

In "Win Win", familiar real-world characters are intermixed with those from the fantastical realm or comics. As a result, the colour palette deviates from conventional norms and leans towards the fantastical, resulting in endless possibilities. For example, we see a red reindeer, a lumberjack in lilac pants, or a thief in a fuchsia-striped shirt. The possibilities are endless.