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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?
To provide the shopping centre with a new brand idea and develop a relaunch campaign.
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.
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.
Client: Diagonal Mar
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
Marketing Manager: Óscar Bermudez
Marketing: Pilar Ribera