CATS is a nightclub in Madrid, and this is the project to remodel it. We wanted to give its communication a new turn: closer and more premium.
We left AI aside and leaned fully into the creative side.
Cabify is a ride-hailing brand born in Madrid. We won its competition with a campaign built on one simple truth: if you live outside the M-30, getting around takes longer, costs more and everything feels further away.
The goal was to get the neighbourhoods around the city centre to think of Cabify first, while celebrating its Madrid identity. So we looked at how the city actually talks: Madrid is understood through its neighbourhoods and explained through its sayings, and everyone knows them, whatever their age.
That became "Verdad como un templo" ("as true as a temple"): Madrid sayings reimagined for the street, the cars and social media, each one adapted to a different neighbourhood and written with humour and local slang. Every piece carries a QR that leads to the real story behind the saying, because Madrid is not just the centre. Madrid is everyone. And so is Cabify.
Wallapop is the app to buy, sell and donate near you. This campaign starts from a very familiar sight: something that has been listed for months and still hasn't found a buyer.
Each piece shows a listing with its sad numbers (0 messages, 180 days listed, price cut three times) and turns them into a nudge: "Si no lo vendes, ¡dónalo!" ("If you can't sell it, donate it!"). A retro TV that has been listed for longer than it has been switched on. A chair that isn't vintage, it's just that nobody wants it. A hat that not even Dora the Explorer would take.
Every piece points to a different NGO, such as Cáritas, Cruz Roja, Ayuda en Acción or Juegaterapia, so the question "¿Y si no se vende?" ("And if it doesn't sell?") always has an answer. Designed for out-of-home, digital and video.
"Mira otra vez" ("Look again") is a UNICEF Spain campaign about self-harm in adolescence. One in three teenagers has hurt themselves on purpose at some point, yet most of the time nobody around them notices, because it doesn't always show.
The idea starts from that: pain isn't always visible, so people have to look twice. Each poster introduces a teenager the way a friend would ("Este es Manuel", "Este es Pablo") and then drops the line that changes how you read the scene: "Lucas se autolesiona". Same face, same street, same smile. What changes is whether anyone looks again.
The posters and videos lead to a QR and a website with guides for the people around a teenager: what self-harm is, how to spot the signs and how to start the conversation without judging. The tone stays warm and close to the way young people actually talk, and the message is always the same: "No todo lo que duele se ve." ("Not everything that hurts can be seen.")
"La soledad también enferma" ("Loneliness makes you sick too") is a research project and awareness campaign about unwanted loneliness among older people living in care homes. It began as a study from the inside: observation in a residence, a field diary, interviews with residents and care professionals, a discussion group and a review of key authors in gerontology, all collected in a full research report.
The campaign turns that research into real people. Each poster introduces one resident through the small things they miss: someone to have tea with, someone to play cards with, someone to share a dinner. "Como Luis ya no tiene con quién sentarse a tomar el té, nosotros nos sentamos con él" ("As Luis no longer has anyone to sit down for tea with, we sit with him").
Every piece closes with the same call, "Visítalos. Escúchalos. Acompáñalos." ("Visit them. Listen to them. Keep them company."), and a QR code to an interactive website that shares the main findings, so the data behind loneliness is easy to read and hard to ignore.