Provincial Council of Malaga, Costa del Sol

Grita mi nombre

A road trip along the Costa del Sol beyond geography.

SCREAM MY NAME born as a road trip which aims to reposition the Costa del Sol brand. The new tourism campaign of the province of Malaga responds to the need to do something genuine and inspiring, that reaches the youngest and infects the most mature audience with enthusiasm. Together with Dispar we jointly directed this campaign with which the Provincial Council of Malaga sought to change the positioning of the Costa del Sol and reaffirm its leadership both in Spain and abroad.

Long relationships are those that allow us to achieve better results.

I have a project

ESC MADRID

Education, Sports & Coliving

Identity

ELCAMM

Teaching music making music

Strategy Management Identity Digital product

Provincial Council of Malaga, Costa del Sol

The client

The Costa del Sol has been one of the most popular tourist destinations in Spain for more than sixty years. Its appeal, however, has ended up being a victim of its own voracity in certain areas, having excessively sacrificed its local identity in favor of an industry at the service of satisfying this demand. Now, both the way of traveling to learn and traveling to rest has changed: The charm of what is genuine and authentic is a global trend. An opportunity for the Malaga Provincial Council to promote the culture, landscapes and lifestyle of the entire province.

The project

The objective of the campaign promoted by the Malaga Provincial Council was to reposition the Costa del Sol brand, so that it can overcome its association with a mass tourism territory and begin to be considered for the genuine culture of the region and the experience of living life. like a local. Through a narrative approached from the nostalgia of the charm of authenticity, the campaign had to be captivating for both the younger generations and a more mature audience, spreading the expressiveness and joy of life of a destination with so much talent and so inspiring.

Extras:
Rocio Tirado / Marta Hernandez / Acisclo Jiménez “Ciclon” / Andrea Soler / Emilio Morales / Carlota Thomsen / Rafa Serrano Higueras / Carmen Díaz De la Rosa / Cristina Ying Ying / Francesco Milia / Daniel Fernández / Victor Gallardo Augustin / Olga Marina Concepción / Celia Carrillo /Andrés Ortiz /Violeta Rabasco / Juan Francisco Contreras /Pedro González /Laura Recio / Pablo Lavado /Sarah Benavente / Juan Esteban Aravat / Inmaculada Delgado / Rafa Jiménez

Implantation

Created between Narita and the artist agency Dispar, 'Scream my name' is a road trip along the Costa del Sol that focuses on a multitude of frenetic vital and cultural experiences and connections with the landscape and roots. It celebrates eternal youth: those experiences that we would all like to return to again and again, and that are usually linked to a soundtrack, reminding us that those times are not a stage of life but a state of mind.

'Shout my name' invites you to look at everyday life with new eyes, rediscovering places and experiences through images passed through a nostalgic filter of people in common situations, sightseeing or on vacation, which include nods to the photography of Martin Parr, the Almodóvar's cinema or the tourist promotion posters of the 70s. As flashes that add a shot of elf and talent to the footage, young artists from Malaga intervene such as the flamenco singer Rocío López 'Boterita' or the first dancer of the National Ballet of Spain, José Manuel Benítez. The soundtrack is the song 'Queriendo flojito' by Desmelenao, which in this context becomes a love song from the land to the visitor.

'Shout my name' is a multichannel campaign for which we have created two spots: a long 90'' version and a short 20'' version that, at the time of its launch, on the occasion of the Fitur 2024 tourism fair, They went viral immediately. The graphic and visual development created for the campaign, for which we have designed our own typography based on the signs from the 70s of the Malaga coast, has also been transferred to other media for dissemination through posters and a website.