DALE DURO A LA CULTURA

Brief

To generate a communicative artifact, able to promote the brand Moritz. It has to be exposed in public space for three weeks, seeking for attention and interacting with the public, having as a goal to create a genuine experience.

VALUE PROPOSAL

Use a symbolic element of catalan culture in order to update in a “cool” way.

Concept

“The Cool-tural Remix” refers to the mix and transformation that Rock’n’Roll implies. Catalan Culture is about to fragment and mix until “seduce children and scandalize parents.”

The Artifact

The proposed artifact is an interactive remix of “Tió de nadal”. It will have a simple mechanism that will transform the experience of “cagar el tió” in a game that involves aim, rhythm and power – with a stick to hit tió.

The created experience will have a Rock rhythm with spectacular light and sound effects and will end up with the goal of a gift for the person who is playing.

These presents will always be related to the culture of Barcelona, since the brand wants to promote the hyperlocal culture. Some examples of these can be black Moritz, tickets for cultural activities (theater, cinema, concerts, gastronomy …), discount vouchers, workshops, books, poetry or turrones.

Campaign

The campaign will be carried out on the artifact that we have designed in a transmedia way. It will be divided into three faces of communication: pre-campaign, campaign and post-campaig.

In the first of these phases, there will be a teaser that will serve to generate curiosity. This will have an aggressive and humorous lightweight tone that allows you to feel that something will happen.

The next will be held during the three weeks prior to Christmas – a day that tió “caga” . During this period, the designed artifact will be located on public roads, in cultural places such as the entrances of MACBA, CCCB or Santa Mònica. This information is progressively transmitted to social networks.

At the same time, the hashtag #DaleDuroalaCultura will be proposed so that all participants can upload photos and videos of the Artifact and their experience in social networks. Photos will be uploaded in the channels of the brand, such as Instagram.

Finally, during the last phase of the campaign, a video that will cover each phase of the campaign will be carried out, with a spatial emphasis on the reactions of the peers. This video will be shared both on social networks and brand’s official website.