So much work done in all these years. Unfortunately not all of it had the opportunity to take off but, the most important it’s always the process to come up with the idea that will understand and shape where culture will go.

The problem

01

FLC need to increase its awareness as they’ve lost it amongst its targets in Spain. In addition, FLC worked on the ’22 digital strategy different territories to impact and attract a younger profile but, they still haven’t hit the spot to be relevant for them.

The insight

02

Old generations tend to think theirs are better than younger ones and create their own opinion states around them. To label them is to reduce the opportunities to improve.

The concept

03

Diario colectivo de un cambio.

The strategy

04

To revert the stigmas around young people by bringing to light their thoughts and feelings.

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We are about to launch the new social media strategy contemplated in 3 types of content. In this case, the campaign will take place during summertime in Spain. The campaign will be developed in three stages: 


1. Talk: Gather information from youth for drawing learnings.
2. Listen: Keep all the information we got in the landing page in different formats.
3. Understand: Creating an immersive exhibition that will travel around Spain to show and reflect in depth the thoughts & feelings of this generation.

I worked alongside the creative team during the process to give them a strategic POV & Research outputs.

AnaïsR - Vamos al caso - LaCaixa
AnaïsR - Vamos al caso - LaCaixa
AnaïsR - Vamos al caso - LaCaixa
AnaïsR - Vamos al caso - LaCaixa
AnaïsR - Vamos al caso - LaCaixa
Floppy disk

DO

 Play button

FEEL

 Icon bloc

THINK

Programa Kit Digital cofinanciado por los fondos Next Generation (UE) del mecanismo de recuperación y resilencia

Logos Kit Digital
Drop me a line if you’re Nora Ephron’s relative. Not serious strategy means not wordy strategy. Some times on strategy, common sense is not that common. I put a lot of the first. I dig the big question before to hit the spot later on. In case you need a proper planner or creative strategist, this is me. I have read books that say overthinking isn’t good for health. Go for a walk. I reckon I was a hedgehog in my past life.