Barcelona needed to recover activity after one of the periods
more complex that the city had experienced.
The Pla Barcelona Fàcil was created to boost economic activity by simplifying and streamlining the relationship between companies, professionals, entrepreneurs and citizens with the Administration.
Our task was to transfer that government measure to a public campaign.
It had to be easy to understand.
And, above all, it had to encourage them to get back on track.
The Question
The plan spoke of procedures, time, barriers and administrative simplification.
We began by asking ourselves who was behind all that.
Behind a company.
Of a trade.
Of an autonomous person.
Of someone who decides to become an entrepreneur.
There is always a person.
And after what they experienced during the pandemic, these people did not only need the Administration to explain a new measure to them.
They needed to regain confidence, energy and the desire to try again.
The discovery
A city gets back on track when its citizens do
That was the change of perspective.
Boosting economic activity meant helping thousands of people to reopen, start a business, work, invest and develop their projects.
The campaign had to talk about them.
Because facilitating economic activity also meant giving impetus to those who make it possible.
The mirror effect
It was necessary to ensure that citizens did not limit themselves to watching the campaign.
He had to recognize himself in it.
That is why we build the visual universe from portraits.
People of different ages and profiles looking directly at the camera. Looks capable of transmitting hope, confidence, strength and determination.
We weren't looking for extraordinary characters.
We were looking for something much closer:
"It could be me."
The photograph thus became a mirror.
Talking About People
The drivers that built the proposal – empathy, trust, people, energy, recovery, drive, certainty and encouragement – responded to that same view.
The visual language had to be positive, direct and recognizable.
The check synthesized the idea of resolution and ease. Green provided energy and dynamism. #BarcelonaFàcil gave the plan a simple and easily identifiable expression.
And portraits did the rest.
They put a human gaze on an administrative measure.
External links:
Barcelona Easy for Active Barcelona Conference. Link to the Government Moderation.
Making the complex easy
The main message boiled down to the essentials:
**Pla Barcelona Fàcil.
Fomentant l'activitat econòmica a la ciutat.**
We do not try to explain the entire government measure in an advertising piece.
The campaign had to open the door.
The pieces, especially the digital ones, led to the official website of the Pla Barcelona Fàcil, where each person could find out about their lines of action and access the offices, services and municipal departments necessary to facilitate their procedures.
Communication also had to be easy.
From communicating to facilitating
The campaign was part of a broader journey.
First, make the plan visible.
Then, allow access to your resources.
And finally, also generate open spaces of knowledge and inspiration.
The programme was completed with free meetings on digital transformation and the future of cities, with international specialists such as Anna Piperal and Charles Landry.
The campaign did not end when someone saw a piece.
He continued when he decided to do something with her.
Turning a measure into an experience
The identity was deployed at the different points of contact of the campaign maintaining the same logic: clarity, proximity and activation capacity.
Portraits.
Direct messages.
The check as a visual code.
#BarcelonaFàcil.
Digital pieces connected to municipal resources.
And meetings capable of taking the initiative from the advertising space to the shared space.
Each element fulfilled a function within the same route.
See. Understand. Access. Act.
Case learning
The Pla Barcelona Fàcil wanted to reduce barriers to help recover the city's economic activity.
The campaign reminded us of something before any procedure.
A city can create tools, simplify processes and open new paths.
But it is the people who decide to use them.
Those who raise a shutter again.
Those who undertake.
Those who take risks.
Who start again.
Because a city gets going again when its people do. But before looking for them, we have to know what we are trying to see.
Related Services
- Research and strategic diagnosis
- Curating and curating
- Narrative and visual identity
- Creative direction
- Exhibition design
- Art direction
- Editorial design
