No es la mascareta, ets tu.

AJUNTAMENT DE SITGES

CHALLENGE

Convince the youths of Sitges to put their goddamn mask on

KPIs
Engagement

WHO
The Espai Jove de l'Ajuntament de Sitges

WHAT
Campaign creative concept and execution

WHERE
Instagram and OOH

WHEN
Summer 2020

COVID is on a rampant mission to ruin our summer and Sitges aren't having any of it. They wanted to be able to enjoy the festes, and to be able to do that they needed everyone, especially young people, to keep their mask firmly stuck to their face, preferably covering both the nose and the mouth. Our job was to convince the kiddos to party consciously through the medium of Instagram ads.

STRATEGY

Masks are 0 fun, but wearing one doesn't mean you can't still have some. And at the end of the day, if you're having a terrible summer then it's not the mask's fault, it's yours.

EXECUTION

We developed a bunch of posts and stories and posters based on insights from festes and summer. Each one presented a situation where you COULD find an excuse to rip your mask off or do some other contagious kind of thing, but where you definitely shouldn't.

bomba de fum

RESULTS

Our organic content got the most likes, shares, and reach of any post in the history of the feed

642% more reach than the total number of followers

In paid media we smashed the estimated reachby 285%

Followers grew by almost 10%

77% more interactions than the usual content

lligar

TEAM

CLIENT
Espai Jove
Ajuntament de Sitges


FLIRT
Creative Copy: Inés Masip
Creative Art: Marta Marquez
Digital Strategist: Anna Espina
Creative Directors: Chloe Cordon and Alba Ciércoles
Creative Producer: Nunu Muñoz-Ramos