Christmas 2018 communication campaign for the Valencia’s City Council
For the 2018 Christmas campaign, the Regidoria de Comerç of the City Council of Valencia wanted to count on us again to elaborate its creativity, design and communication, as we did back in 2016. The commission this time was to create a “nice” wrapping paper to distribute among small businesses in Valencia and thus promote the competitiveness of local sales and department stores. Given this proposal, from Pixelarte we decided to develop a global communication campaign, taking the wrapping paper as a link to create several offline supports and share the different Christmas scenes that we illustrated for it, as well as the diffusion of the campaign on the social media of the city hall.
The development of the campaign began with a naming process, “Nadal al nostre comerç”, a logo design and the creation of a hashtag to combine all the content that was spread on social media, #elnostrecomerç. The next step was the design of illustrations for the wrapping paper, in which we wanted to escape from the typical reds and greens that are always associated with Christmas dates, and we decided to choose blue and violet tones. With this colour palette, we wanted to bring to life some of the most emblematic buildings in Valencia, such as the City Hall or the North Station, in addition to representing scenes and atmospheres typical of these dates, such as the ice rink, street markets, lighting from the streets, the choirs, the hugs, the goodbyes and, of course, the Christmas shopping.
From these illustrations, we created a series of animations with the same melody and closure, which navigated through all the scenes of the wrapping paper and were spread on social media. These designs were also adapted for outdoor advertising and were distributed through mupi that decorated the entire city of Valencia with the campaign claims: “Este Nadal ompli de vida els carrers” (This Christmas fill the streets with life), “Viu el teu Nadal al xicotet comerç” (Live your Christmas in the small shops) and “Històries de Nadal unides pel nostre comerç” (Christmas stories united by our local trade).
Lastly, we launched the street marketing action “Emboli-car”, a gypsy truck that was rolling everyday from municipal market to market in the city, and from where the staff in charge offered to wrap customizable gifts for the citizens. The name came from a play on word between the concepts “emboli” (wrap) and “car” (in Valencian and English, respectively). From Pixelarte we carried out everything from the exterior labelling of the caravan to the design of the labour uniforms with the campaign’s logo and hashtag.
What did we do?
· Creative direction
· Naming & claims
· Corporate identity
· Coordinated graphics
· Poster design
· Motion graphics
· Ad campaign
“The commission of the Valencia City Council was to create a “nice” wrapping paper to promote the competitiveness of local commerce and department stores.”
“We created a comprehensive communication campaign with the common thread of the wrapping paper, from the naming to a street marketing action through which gifts were wrapped for citizens.”