Valencia City Council: Sant Dionís advertising campaign 2019
Advertising campaign to promote local trade through the traditional festival of October 9 in Valencia
The Regidoria de Comerç of the Valencia’s City Council wanted to count on us once again for the creativity, design and communication of their latest Sant Dionís campaign. The popular lovers party in Valencia needed a fresher and more current message, without losing sight of the tradition that dates back 300 years. Therefore, on 9th of October of 2019, from Pixelarte we proposed them to celebrate the “Festa de l’amor” (“Love party”).
The initial proposal of the Valencia City Council was to promote and support local commerce through the traditional mocadorà. In addition, he wanted to expand the target, bringing the festivity closer to younger followers. This was quite a challenge, since to achieve this we had to create a comprehensive campaign that showed a current perspective of an ancient festival.
Around the theme of lovers, a much more diverse and inclusive creative concept emerged: the “Love party”. A message adapted to the new times, where the idea of traditional love has been transforming and expanding. In short, we wanted to convey an idea of global love to raise awareness of the need for a more sustainable and responsible planet.
Under the message “Estima tots els dies, regala en Sant Dionís” (“Love every day, give away in San Dionís”), the five posters of the campaign flooded the city of Valencia through animated and static outdoor advertising supports. All of them showing a series of illustrations that invited citizens to go to their nearest bakery to buy the traditional marzipans with shapes and colours of fruits and vegetables. With the purchase, they could take as a souvenir the promotional material that we designed for the kits that we distributed among more than 300 bakeries, pastry shops and 1,000 businesses associated with the Regidoria network. For these packs, we created an informative brochure, a line of postcards to fill with a dedication, aprons, fun stickers, and we applied some of the illustrations to some removable tattoos with campaign motifs.
We also adapted the campaign to digital, by disseminating the consistory on social media and sending press releases. To do this we used animated illustrations on the posters with the aim of showing the essence of tradition, promoting local commerce and raising awareness of the need for a friendlier, more conscious, participatory and ecological planet.
“Hem de cuidar el que estimem, a qui estimes tu?“ (“We have to take care of what we love, who do you love?“) is the final reflection that this very special advertising campaign left on the table and which was so well received between the pastry sector of our city.
What did we do?
· Creative direction
· Ilustración
· Communication
· Motion graphics
The Regidoria de Comerç of the Valencia’s City Council wanted to count on us once again for the creativity, design and communication of their latest Sant Dionís campaign. The popular lovers party in Valencia needed a fresher and more current message, without losing sight of the tradition that dates back 300 years. Therefore, on 9th of October of 2019, from Pixelarte we proposed them to celebrate the “Festa de l’amor” (“Love party”).
The initial proposal of the Valencia City Council was to promote and support local commerce through the traditional mocadorà. In addition, he wanted to expand the target, bringing the festivity closer to younger followers. This was quite a challenge, since to achieve this we had to create a comprehensive campaign that showed a current perspective of an ancient festival.
Around the theme of lovers, a much more diverse and inclusive creative concept emerged: the “Love party”. A message adapted to the new times, where the idea of traditional love has been transforming and expanding. In short, we wanted to convey an idea of global love to raise awareness of the need for a more sustainable and responsible planet.
What did we do?
· Creative direction
· Ilustración
· Communication
· Motion graphics
Under the message “Estima tots els dies, regala en Sant Dionís” (“Love every day, give away in San Dionís”), the five posters of the campaign flooded the city of Valencia through animated and static outdoor advertising supports. All of them showing a series of illustrations that invited citizens to go to their nearest bakery to buy the traditional marzipans with shapes and colours of fruits and vegetables. With the purchase, they could take as a souvenir the promotional material that we designed for the kits that we distributed among more than 300 bakeries, pastry shops and 1,000 businesses associated with the Regidoria network. For these packs, we created an informative brochure, a line of postcards to fill with a dedication, aprons, fun stickers, and we applied some of the illustrations to some removable tattoos with campaign motifs.