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ITEM DESCRIPTION:

MOST TOURISM ADS SELL YOU POSTCARD PHOTOS, BUT VALENCIA ISN’T A PLACE YOU JUST LOOK AT—IT’S A PLACE YOU FEEL. WHILE RESEARCHING, WE FOUND A HIDDEN PIECE OF HISTORY: THE ICONIC POET LOPE DE VEGA LIVED IN VALENCIA FOR TWO YEARS JUST BEFORE WRITING HIS MOST FAMOUS VERSES ABOUT LOVE. WE FELL IN LOVE WITH THE IDEA THAT HIS WORDS WEREN’T JUST ABOUT A PERSON, BUT WERE ACTUALLY INSPIRED BY THE CITY ITSELF.

WE BUILT THE ENTIRE CAMPAIGN AROUND THIS POETIC CONNECTION. BY USING HIS VERSES TO DESCRIBE THE REGION, WE MOVED BEYOND TYPICAL TRAVEL CLICHÉS. WE WANTED TO SHOW THAT VALENCIA HAS A SOUL THAT STAYS WITH YOU LONG AFTER YOU LEAVE. IT’S NOT JUST ABOUT THE BEACHES OR THE FOOD; IT’S ABOUT THE LIGHT, THE VIBE, AND THE FEELING THAT LOPE DE VEGA CAPTURED SO WELL CENTURIES AGO.

BY TYING THE CITY’S IDENTITY TO ONE OF THE GREATEST POEMS IN THE SPANISH LANGUAGE, WE SHOWED THAT VALENCIA ISN’T SOMETHING YOU JUST VISIT — IT’S SOMETHING THAT BECOMES A PART OF YOU.

WORKS:
ONEMI - EMERGENCY RADIO
OUIGO - THE UN-INTERRUPTED PLAYLIST
GSK - TOGETHER
SANOFI - CHASERS
RUAVIEJA - TOCK TICK
CV - WHOEVER HAS LIVED IT KNOW WELL
AFA ZAMORA - THE IMPOSSIBLE ORDER
HP - LIFE IS PRINTED IN EVERY MOMENT
PERSONAL PROJECT - IRREVERSIBLE
ARCHIVE - DESIGN
OUIGO - TRAFFIC VIOLATIONS
BEIGENE - UNSILENCED WORDS
PKU - TOXIC ADS
SANTANDER - LET’S ASK FOR A CHANGE

ITEM DESCRIPTION:

THE SPANISH SIESTA IS FAMOUS WORLDWIDE, BUT THERE’S ANOTHER TRADITION THAT IS ALSO IMPORTANT: LA SOBREMESA. THIS TRADITION IS WHEN AFTER FOOD WE STAY AROUND THE TABLE CHATTING FOR HOURS. TIME LITERALLY STOPS. SO WE WANTED TO TURN THIS CUSTOM INTO THE ULTIMATE ANTIDOTE FOR A WORLD THAT NEVER SEEMS TO SLOW DOWN.

AS WE LIVE IN A TOTAL BLUR—ENDLESS WORKING HOURS, SWIPING ON DATING APPS, SCROLLING THROUGH, AND CONSUMING MOUNTAINS OF CONTENT. WE ARE MOVING SO FAST THAT WE FORGET TO ACTUALLY BE PRESENT. THROUGH THIS FILM, WE TOLD EVERYBODY THAT IT’S OKAY TO STOP—FOR A MINUTE, AN HOUR, OR A WHOLE DAY. WE PUT RUAVIEJA AT THE HEART OF THE SOBREMESA AS THE PERFECT REASON TO FORGET THE CLOCK AND FOCUS ON THE PEOPLE RIGHT IN FRONT OF US.

THIS CAMPAIGN WASN'T JUST AN AD; IT WAS A REMINDER TO RECLAIM OUR LIVES FROM THE HUSTLE. BY CELEBRATING THE POWER OF LA SOBREMESA, WE PROVED THAT WHILE THE WORLD KEEPS RUSHING, THE BEST MOMENTS HAPPEN WHEN WE FINALLY DECIDE TO STOP THE TIME AND JUST BE THERE.