New TMB slogan and launch campaign.

Client: Lavinia Next (Content production company).

Custom Creativity:

Creative department lead for the production company (Barcelona and Madrid).
Copywriting.

Briefing:

After the pandemic, TMB aims to launch a campaign promoting a ‘return to normal,’ encouraging citizens to reclaim their lifestyle and reconnect with the city by using public transport.
The campaign must be inspiring, motivating, and engage the people of Barcelona.
It will be widely spread across social media, outdoor advertising, TV, and radio spots.

Big idea:

We’re proposing a new concept to define what we want to convey, one that embodies the values of Barcelona and serves as a CTA in itself.
The campaign will introduce this new concept and help familiarize users with it.
The tagline, featuring custom lettering designed by typographer Iván Castro, will become TMB’s corporate slogan.

'barcelona’t' will establish itself with the public and play a central role in other campaigns, such as the Christmas campaign and the Olympic Games anniversary.