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La Mercè a la platja
La Mercè. La Mercè on the beach. La Mercè on the beach with Estrella Damm.
A modern, fun and, above all, literal campaign to invite users to enjoy Estrella Damm’s La Mercè concerts.
To continue the style established by Sant Jordi Musical and deliver a digital campaign that links the brand with local culture and music while connecting with a younger target audience.
The festivities for La Mercè are an extremely popular event in Barcelona. To promote the concerts that Estrella Damm organises each year at the beach, we decided to encapsulate La Mercè in a literal line-up video where each band was represented by an object.
To accomplish this, we worked on a highly visual execution where we invited users to join the party.
The campaign was originally digital before being expanded to radio, press and outdoor media. We adapted the video to various formats and created a set of graphics where all the objects came together in a still life around the lead character: La Mercè.
Social media impressions
Video retention at 75%
With this campaign, we associated the brand with music and Barcelona’s festivities by merging tradition with modernity, ultimately reaching more than 8 million users.
We continued with the style established by Sant Jordi Musical and launched fresh content that achieved a retention rate almost 40% higher than the brand’s average in 2019.
Client: Estrella Damm
Account Director: Marc Graells
Digital Account Manager: Rosa Pla
Head of Strategy: Luis Conde
Creative Executive Director: Uri Fernández
Creative Supervisor: Pita Gan
Art Director: Mònica Casamor
Executive Producer: Rubens Pérez
Audiovisual: Aleix Fernández
Group Brand Manager: Isabel Negra
See other projects for Estrella Damm