Proudly Different

Spain has changed.

So much that today it is one of the most advanced countries in the world for LGBTI+ rights.
But also one where hate can still be felt, seen and heard.
On the street, on social media, in the press.

That was the challenge:
to counter hate by making a whole country proud.

To do it, we took over a legendary slogan:
Spain is different.

The same one the world used to know us by.

And we turned it around:
Spain is orgullosamente different (proudly different).

A concept that remixes tradition and diversity.
That turns our history into a story of progress, and our popular culture into a space for inclusion.

We made a spot starring those who for years could not be themselves.
An intergenerational story, told by a woman who embodies the living memory of this country, who today can look at her grandson and tell him, without fear:
be who you are.

The campaign launched during Pride and took over the streets, timelines, trending topics and, above all, the hearts of many people who had never felt part of the picture before.

Because we did not just show the diversity of our society,
we spread the pride of belonging to it.