The Project TitleJournal, A Category

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The first Vimema institutional campaign commissioned by the Regional Government of Valencia. The goal: to strengthen self-esteem of the people of Valencia and recover a public image damaged by corruption. The aim was to fight the bad reputation accumulated after years of squandering and return to the original personality of a land traditionally fertile in ideas and talent.

It was about changing topics of conversation; bringing an end to the easy way out Valencian equal corrupt. We created a positive, cross-cutting discourse, emotional and grounded. Went back to our roots and tried to reach out to all sensibilities.

We gathered more than 400,000 visits and generated a lively public debate that set the media agenda for over a week.
  • CLIENTGeneralitat Valenciana
  • DATE2016
  • WORKCreativity, Production
  • DIRECTORCarles Valdés