Madrid 21 - All the faces of Madrid
Madrid City Council Campaign
A campaign that appeals to a city that is united and at the same time diverse and with multiple identities. It will use messages that reinforce a common sense of belonging to the city, while targeting each of its areas and districts.
The messages will aim to: 1. Reinforce the feeling of pride and belonging to the city of Madrid | 2. Compensate for the distancing between the different neighborhoods/areas and appeal to those forgotten areas | 3. To express Madrid's identity and highlight it as an element of common connection.
When mentioning where they come from, every Madrilenian has had to clarify the district or neighborhood to which they belong. And it is not surprising when faced with questions such as: "Madrid, but downtown, in the suburbs...? Some speak of their neighborhood with more pride, some less, and others simply don't care. In the end whether you are from the neighborhood of Vallecas, Madrid downtown or the Salamanca district, you are a Madrilenian.
Despite what some might believe, Madrid extends beyond the M-30. Each area is unique, as are its people and their ways of being. But there are things that do not change in any corner of Madrid: our tap water is the best in the world, we have no accent and no, we don't have a beach either.
The art direction will be based on isometric vector style illustrations. Straight lines with marked strokes and textures will be used. The graphics will consist of the headline in HK Grotesk Medium typography and an illustration that tries to symbolically represent the content of the headline. A dynamic and flexible structure applicable to print, digital and audiovisual media.
Colors, textures and typography will be the identity resources that allow the identification of the campaign beyond the logo and reinforce the intentionality of each of the messages. The chromatic strategy will try to distinguish the creativities according to the tone and type of message, establishing a color for each one of them.
This proyect is part of an Advertising Degree Thesis and it contains ‘mockup pictures’ from several city council campaigns. All of it are well referenced on the full research thesis document. Available on:
