Sempre Teua
Campaign, TV spot, Website
- Client
- Generalitat Valenciana
- Year
- 2017
- Discipline
- Campaign, TV spot, Website
Institutional campaign for the Generalitat Valenciana promoting the use of Valencian.
We remind people how special and unique our language is, and how special and unique it makes us.
Because everyone knows there is no love more unconditional than that of someone who truly loves you, in any situation and moment of your life, able to bear anything and forgive anything, whatever it may be.
And that is what our language is like: it has shaped us into who we are and brought us to where we want to be. It has never turned its back on us, never let us down. With “Sempre Teua” (“Always Yours”) we approach it with a smile of joy and serenity, knowing that our language WILL ALWAYS BE BY OUR SIDE.
The challenge
TEASER PHASE
We split the campaign into two phases:
A teaser phase to build expectation: we launched it as if it were a fashion brand, to change some perceptions and “prejudices” about Valencian and its place in everyday urban life. We used influencers and designed a strategy to gradually reveal the “brand” through different phases and actions, using this channel as a loudspeaker to generate interest.
DISCOVER PHASE
A discovery phase using the true medium for promoting a language: the use of words. Short, precise texts full of meaning and intent that invite whoever reads them to reflect.
We used every available medium so that words take the spotlight, so that the power of words suggests a pause in our thoughts.
