Diagonal Mar

Som de mar

When Diagonal Mar felt they needed to be repositioned, we proposed a new perspective for the brand: a concept that was very personal and yet aspirational at the same time.
Because you don’t choose to be all about the sea, right?

Scope

Strategy

  • Brand strategy

Creativity

  • Creative conceptualisation
  • Art direction
  • Web design

Production

  • Audiovisual
  • Graphics
  • Website

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Goals

To provide the shopping centre with a new brand idea and develop a relaunch campaign.

Idea

Diagonal Mar’s main added value, which is present in the actual name of the shopping centre, is the sea. A highly attractive attribute that defines the character of the brand while bringing a lifestyle with it: the Mediterranean.

And this was the starting point for the new “som de mar” (about the sea) concept, which we soon filled with content. Because being about the sea means being all about the terraces, the aperitifs, the relaxation and, ultimately, the enjoyment.

Implementation

Working from the new concept, we developed the repositioning campaign for the centre, which included a video ad, the new website and all the shopping centre’s assets, as well as special merchandising items.

The relaunch was celebrated in style with “La Festa del Mar”, which we promoted with a 360º campaign.

Credits

Client: Diagonal Mar

Year: 2018

Sector: Retail

Team:

Client Service Director: Judit Sáez

Account Director: Marc Graells

Digital Account Manager: Rosa Pla

Head of Strategy: Luis Conde

Creative Executive Director: Uri Fernández

Art Director: Ariadna Castells

Copywriter: Samuel Valiente

Executive Producer: Rubens Pérez

Head of production: Javi de la Llave

Agency producer: Alejandra Serna

Graphic Designer: Sergi Díaz

Graphic Designer: Cristian Jerónimo

Graphic Designer: Carina Coco

Graphic Designer: Juan Luís Blanco

Partners:

Photography

Laia Sabaté

Pau Mira

Filmmaking

Realité

Colour

Yulia Bulashenko

Client:

Marketing Manager: Óscar Bermudez

Marketing: Pilar Ribera

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