Esplugues i Punt!
Refreshing a brand without losing the city.
The brief
Esplugues does not fit into one word. It is music, history, friendship, solidarity… and above all, people. The City Council wanted a campaign that captured that sense of belonging and gave it back to the streets.
No empty slogans: an idea residents could make their own, repeat with their hands and hang from the balcony. And one that worked just as well on a municipal screen, in a story and on a lamppost banner.
What we did
We built the campaign around a gesture: an «E» with three fingers, and a full stop made with the other hand, closed. Simple, recognisable, yours. «Som Esplugues. I punt.» (We are Esplugues. Full stop.) Everyone who takes part says what the city means to them, and the symbol does the rest.
We chose the faces on the street, not at a casting: neighbours, local groups, shopkeepers, athletes, people from the arts. The campaign works because the people in it are the people you pass on the Rambla.
We shot short video pieces with rhythm for social media and the municipal screens, each one ending on the gesture, and ran a photo session with every person in it.
And we took the campaign onto paper and into the street: that material lives today on posters, lamppost banners and across the city’s communication. A belonging campaign is measured by how many people repeat the gesture without being asked.
Visual identity, campaign and audiovisual pieces.
Institutional campaigns usually fail from too much message. The key was cutting it down to a gesture that needs no translation and no explanation, and that anyone can make in front of a camera, with their hand and with pride.
Anatomy of a gesture
A campaign gesture has to meet three conditions. You have to be able to make it with your hands, with no props, so anyone can repeat it in a group photo. It has to read from a distance, on a lamppost banner or a street screen, with no text. And it has to mean something: the E for Esplugues and the full stop of «i punt», which closes the sentence and the argument.
Everything else — the video, the photos, the posters — is a way of repeating it. When the symbol is well chosen, the production only has to stay out of the way. And when people start making it on their own feeds, the campaign has finished making itself.
How it went
"Som Esplugues. I punt."The campaign claim
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