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Bonica Fest

The campaign in which products from the municipal markets invited the people of Valencia to their great party. The campaign in which products from the municipal markets invited the people of Valencia to their great party. The campaign in which products from the municipal markets invited the people of Valencia to their great party.

_Brief

Valencia City Council asked us to help them tell everyone in the city that the fourth edition of BONICA FEST now had a date.

_Strategy

In past editions of BONICA FEST, we’d seen the stall-holders of the markets as the stars of the campaign, and even the customers of the markets.

That’s why, in this edition, we decided that it would be the quality products that we find every day in the Municipal Markets who would be the stars of the campaign.

_Idea

We created the concept: ‘The Markets are Ready’. A message that would convey that the municipal markets were ‘ready’ for the party, to taste their local products, to dance and meet new people. A concept that helped it tell everyone in Valencia the date of the fourth edition of the festival.

To publicise it, we created a very visual outdoor campaign featuring quality products from the markets: a prawn from Denia, an octopus, some broccoli and some oranges. We also supported the campaign with audiovisual pieces on regional TV and social media, where this time it was the stall-holders who showed that they were ready for the party.

_Results

13 Municipal MarketsFULL

Prawns from DeniaSOLD OUT