SEAT. CREATED
In BARCELONA.
SEAT is originated in Barcelona. A city full of sunshine, good vibes and optimism. Not quite what some people might feel when thinking of Germany. So we thought it's time to counter some of the german pessimistic thinking and complaining culture with positive thinking. Because when you're created in Barcelona, you always have a creative angle to share.
With this campaign we brought new life to the ever-present brand heritage "Created in Barcelona". Not only we countered the everyday german complaining mentality, we also used contextual placements and topics to share our optimism exactly where the most complaints happen - train station, public offices and via radio on your daily commute. Not only using traditional media, but also live commenting daily news on social.
Stop the bad mood. Share the barcelona vibe.
GERMAN
"AMT TAKEOVER"
To spread our message of positivity clear and loud we took over the places where complaning happens the most - german "Ämter".