{"id":1034,"date":"2026-08-11T16:51:05","date_gmt":"2026-08-11T14:51:05","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/com-expliques-que-una-administracio-vulgui-posar-tho-facil\/"},"modified":"2026-09-18T19:51:14","modified_gmt":"2026-09-18T17:51:14","slug":"com-expliques-que-una-administracio-vulgui-posar-tho-facil","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/discovery-cases\/com-expliques-que-una-administracio-vulgui-posar-tho-facil\/","title":{"rendered":"Com expliques que una Administraci\u00f3 vulgui posar-t&#8217;ho f\u00e0cil?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">El Barcelona necessitava recuperar activitat despr\u00e9s d'un dels per\u00edodes<\/p>\n\n<p class=\"wp-block-paragraph\" style=\"font-size:26px\">m\u00e9s complexa que la ciutat havia experimentat.  <\/p>\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">La Pla Barcelona F\u00e0cil es va crear per impulsar l'activitat econ\u00f2mica simplificant i optimitzant la relaci\u00f3 entre empreses, professionals, emprenedors i ciutadans amb l'Administraci\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\">La nostra tasca era transferir aquesta mesura governamental a una campanya p\u00fablica.<\/p>\n\n<p class=\"wp-block-paragraph\">Havia de ser f\u00e0cil d'entendre.<\/p>\n\n<p class=\"wp-block-paragraph\">I, sobretot, havia <strong>d'animar-los a tornar al bon cam\u00ed.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-la-pregunta\" class=\"wp-block-heading\">La pregunta<\/h2>\n\n<p class=\"wp-block-paragraph\">El pla parlava de procediments, temps, barreres i simplificaci\u00f3 administrativa.<\/p>\n\n<p class=\"wp-block-paragraph\">Vam comen\u00e7ar <strong>preguntant-nos qui hi havia darrere de tot aix\u00f2.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Darrere d'una empresa.<\/p>\n\n<p class=\"wp-block-paragraph\">D'un intercanvi.<\/p>\n\n<p class=\"wp-block-paragraph\">D'una persona aut\u00f2noma.<\/p>\n\n<p class=\"wp-block-paragraph\">D'alg\u00fa que decideix convertir-se en emprenedor.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Sempre hi ha una persona.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">I despr\u00e9s del que van viure durant la pand\u00e8mia, aquestes persones no nom\u00e9s necessitaven que l'Administraci\u00f3 els expliqu\u00e9s una nova mesura.<\/p>\n\n<p class=\"wp-block-paragraph\">Necessitaven recuperar la confian\u00e7a, l'energia i les ganes de tornar-ho a intentar.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-el-descubrimiento\" class=\"wp-block-heading\">El descobriment<\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Una ciutat torna al bon cam\u00ed quan ho fan els seus ciutadans<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Aquest va ser el canvi de perspectiva.<\/p>\n\n<p class=\"wp-block-paragraph\">Impulsar l'activitat econ\u00f2mica significava ajudar milers de persones a reobrir, iniciar un negoci, treballar, invertir i desenvolupar els seus projectes.<\/p>\n\n<p class=\"wp-block-paragraph\">La campanya havia de parlar-ne.<\/p>\n\n<p class=\"wp-block-paragraph\">Perqu\u00e8 facilitar l'activitat econ\u00f2mica tamb\u00e9 <strong>significava donar impuls a aquells que la fan possible.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-el-efecto-espejo\" class=\"wp-block-heading\">L'efecte mirall<\/h2>\n\n<p class=\"wp-block-paragraph\">Era necessari assegurar que els ciutadans no es limitessin a seguir la campanya.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Havia de recon\u00e8ixer-se a si mateix en ella.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Per aix\u00f2 constru\u00efm l'univers visual a partir de retrats.<\/p>\n\n<p class=\"wp-block-paragraph\">Persones de diferents edats i perfils mirant directament a la c\u00e0mera. Sembla capa\u00e7 de transmetre esperan\u00e7a, confian\u00e7a, for\u00e7a i determinaci\u00f3. <\/p>\n\n<p class=\"wp-block-paragraph\">No busc\u00e0vem personatges extraordinaris.<\/p>\n\n<p class=\"wp-block-paragraph\">Busc\u00e0vem alguna cosa molt m\u00e9s propera:<\/p>\n\n<h2 id=\"h-podria-ser-yo\" class=\"wp-block-heading\"><strong>\"Podria ser jo.\"<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Aix\u00ed, la fotografia es va convertir en un mirall.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-hablar-de-personas\" class=\"wp-block-heading\">Parlant de les persones<\/h2>\n\n<p class=\"wp-block-paragraph\">Els motors que van construir la proposta \u2013 <strong>empatia, confian\u00e7a, persones, energia, recuperaci\u00f3, empenta, certesa i \u00e0nim<\/strong> \u2013 van respondre a aquesta mateixa visi\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\">El llenguatge visual havia de ser positiu, directe i reconeixible.<\/p>\n\n<p class=\"wp-block-paragraph\">La <em>comprovaci\u00f3<\/em> va sintetaritzar la idea de resoluci\u00f3 i facilitat. El verd aportava energia i dinamisme.   <code>#BarcelonaF\u00e0cil<\/code>  va donar al pla una expressi\u00f3 senzilla i f\u00e0cil d'identificar.<\/p>\n\n<p class=\"wp-block-paragraph\">I els retrats feien la resta.<\/p>\n\n<p class=\"wp-block-paragraph\">Posen una mirada humana sobre una mesura administrativa.<\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" data-id=\"921\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/Cartell01-724x1024.jpg\" alt=\"\" class=\"wp-image-921\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" data-id=\"920\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/Cartell02-724x1024.jpg\" alt=\"\" class=\"wp-image-920\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" data-id=\"923\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/Cartell03-724x1024.jpg\" alt=\"\" class=\"wp-image-923\"\/><\/figure>\n<\/figure>\n\n<p class=\"wp-block-paragraph\">Enlla\u00e7os externs:<\/p>\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.barcelonactiva.cat\/es\/-\/actualitat\/jornada-barcelona-facil\">Barcelona f\u00e0cil <\/a><\/strong>per a la confer\u00e8ncia activa de Barcelona. <a href=\"https:\/\/ajuntament.barcelona.cat\/es\/accion-de-gobierno\/plan-barcelona-facil\"><strong>Enlla\u00e7<\/strong> <\/a>a la Moderaci\u00f3 del Govern.  <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-hacer-facil-lo-complejo\" class=\"wp-block-heading\">Fent que el complex sigui f\u00e0cil<\/h2>\n\n<p class=\"wp-block-paragraph\">El missatge principal es redu\u00efa a l'essencial:<\/p>\n\n<h2 id=\"h-pla-barcelona-facil\" class=\"wp-block-heading\">**Pla Barcelona f\u00e0cil.<\/h2>\n\n<p class=\"wp-block-paragraph\">Fomentant l'activitat econ\u00f2mica a la ciutat.**<\/p>\n\n<p class=\"wp-block-paragraph\">No intentem explicar tota la mesura governamental en un article publicitari.<\/p>\n\n<p class=\"wp-block-paragraph\">La campanya havia d'obrir la porta.<\/p>\n\n<p class=\"wp-block-paragraph\">Les peces, especialment les digitals, van conduir al lloc web oficial de la Pla Barcelona F\u00e0cil, on cada persona podia con\u00e8ixer les seves l\u00ednies d'acci\u00f3 i accedir a les oficines, serveis i departaments municipals necessaris per facilitar els seus procediments.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>La comunicaci\u00f3 tamb\u00e9 havia de ser f\u00e0cil.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"924\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/1836021-1024x683.jpg\" alt=\"\" class=\"wp-image-924\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/1836021-1024x683.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/1836021-980x653.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/1836021-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"927\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/2562616-1024x683.jpg\" alt=\"\" class=\"wp-image-927\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/2562616-1024x683.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/2562616-980x653.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/2562616-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"928\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3218782-1024x683.jpg\" alt=\"\" class=\"wp-image-928\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3218782-1024x683.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3218782-980x653.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3218782-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"926\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3229724-1024x683.jpg\" alt=\"\" class=\"wp-image-926\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3229724-1024x683.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3229724-980x653.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3229724-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" data-id=\"925\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3230134-1024x683.jpg\" alt=\"\" class=\"wp-image-925\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3230134-1024x683.jpg 1024w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3230134-980x653.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/3230134-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n<\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-de-comunicar-a-facilitar\" class=\"wp-block-heading\">Des de la comunicaci\u00f3 fins a la facilitaci\u00f3<\/h2>\n\n<p class=\"wp-block-paragraph\">La campanya formava part d'un viatge m\u00e9s ampli.<\/p>\n\n<p class=\"wp-block-paragraph\">Primer, fes visible el pla.<\/p>\n\n<p class=\"wp-block-paragraph\">Despr\u00e9s, permet l'acc\u00e9s als teus recursos.<\/p>\n\n<p class=\"wp-block-paragraph\">I finalment, tamb\u00e9 generar espais oberts de coneixement i inspiraci\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\">El programa es va completar amb reunions gratu\u00eftes sobre transformaci\u00f3 digital i el futur de les ciutats, amb especialistes internacionals com Anna Piperal i Charles Landry.<\/p>\n\n<p class=\"wp-block-paragraph\">La campanya no va acabar quan alg\u00fa va veure un article.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Va continuar quan va decidir fer alguna cosa amb ella.<br\/><\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-convertir-una-medida-en-experiencia\" class=\"wp-block-heading\">Convertir una mesura en una experi\u00e8ncia<\/h2>\n\n<p class=\"wp-block-paragraph\">La identitat es va desplegar als diferents punts de contacte de la campanya mantenint la mateixa l\u00f2gica: claredat, proximitat i capacitat d'activaci\u00f3.<\/p>\n\n<p class=\"wp-block-paragraph\">Retrats.<\/p>\n\n<p class=\"wp-block-paragraph\">Missatges directes.<\/p>\n\n<p class=\"wp-block-paragraph\">La <em>comprovaci\u00f3<\/em> com a codi visual.<\/p>\n\n<p class=\"wp-block-paragraph\"><code>#BarcelonaF\u00e0cil<\/code>.<\/p>\n\n<p class=\"wp-block-paragraph\">Peces digitals connectades amb recursos municipals.<\/p>\n\n<p class=\"wp-block-paragraph\">I reunions capaces de portar la iniciativa de l'espai publicitari a l'espai compartit.<\/p>\n\n<p class=\"wp-block-paragraph\">Cada element complia una funci\u00f3 dins de la mateixa ruta.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Veus. Ent\u00e9n. Acc\u00e9s. Actua.   <\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-aprendizaje-del-caso\" class=\"wp-block-heading\">Aprenentatge de casos<\/h2>\n\n<p class=\"wp-block-paragraph\">La Pla Barcelona F\u00e0cil volia reduir barreres per ajudar a recuperar l'activitat econ\u00f2mica de la ciutat.<\/p>\n\n<p class=\"wp-block-paragraph\">La campanya ens recordava una cosa abans de qualsevol procediment.<\/p>\n\n<p class=\"wp-block-paragraph\">Una ciutat pot crear eines, simplificar processos i obrir nous camins.<\/p>\n\n<p class=\"wp-block-paragraph\">Per\u00f2 s\u00f3n les persones qui decideixen utilitzar-les.<\/p>\n\n<p class=\"wp-block-paragraph\">Els que tornen a aixecar una persiana.<\/p>\n\n<p class=\"wp-block-paragraph\">Els que s'emprenen.<\/p>\n\n<p class=\"wp-block-paragraph\">Els que corren riscos.<\/p>\n\n<p class=\"wp-block-paragraph\">Que comencen de nou.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Perqu\u00e8 una ciutat torna a arrencar quan la seva gent ho fa.<\/strong> <strong>Per\u00f2 abans de buscar-los, hem de saber qu\u00e8 estem intentant veure.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/Mockup02-1024x768.jpg\" alt=\"\" class=\"wp-image-929\" style=\"width:1033px;height:auto\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/Mockup02-980x735.jpg 980w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/08\/Mockup02-480x360.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 id=\"h-servicios-relacionados\" class=\"wp-block-heading\">Serveis relacionats<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Recerca i diagn\u00f2stic estrat\u00e8gic<\/li>\n\n\n\n<li>Comissariat i comissariat<\/li>\n\n\n\n<li>Identitat narrativa i visual<\/li>\n\n\n\n<li>Direcci\u00f3 creativa<\/li>\n\n\n\n<li>Disseny de l'exposici\u00f3<\/li>\n\n\n\n<li>Direcci\u00f3 art\u00edstica<\/li>\n\n\n\n<li>Disseny editorial<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>El Barcelona necessitava recuperar activitat despr\u00e9s d&#8217;un dels per\u00edodes m\u00e9s complexa que la ciutat havia experimentat. La Pla Barcelona F\u00e0cil es va crear per impulsar l&#8217;activitat econ\u00f2mica simplificant i optimitzant la relaci\u00f3 entre empreses, professionals, emprenedors i ciutadans amb l&#8217;Administraci\u00f3. La nostra tasca era transferir aquesta mesura governamental a una campanya p\u00fablica. Havia de ser [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1035,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[26],"tags":[],"class_list":["post-1034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-discovery-cases"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Com expliques que una Administraci\u00f3 vulgui posar-t&#039;ho f\u00e0cil?<\/title>\n<meta name=\"description\" content=\"El Barcelona necessitava recuperar activitat despr\u00e9s d&#039;un dels per\u00edodes m\u00e9s complexa que la ciutat havia experimentat. La Pla Barcelona F\u00e0cil es va crear . Revelamos el valor real de lo que has construido. 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