People of Barcelona, the city centre is calling!The campaign ‘Barcelona x tu. Tu x Barcelona’ invites citizens to regain the city centre after a particularly difficult year. The initiative is to run until the end of July and is part of the plan started a year ago to reactivate commerce and help the sector minimise the economic consequences of the pandemic.
Posters in different formats have been distributed in all city centre neighbourhoods and range from tarpaulins covering building façades to twenty 3-metre-high poster towers for establishments. These physical elements are complemented with content on social media and digital connectivity and augmented reality, creating a virtual experience for visitors.
The campaign challenges visitors to look for QR codes and discover the illustrations they hide, images with geometric elements, volumetric shapes and bright colours which insinuate illusions and evoke surrealism. The graphics are the work of the DAQ Studio, headed by David Acevedo.
Through the latest Spark AR open-source technology and interaction with the Instagram platform, users can interact with the street graphics in real time. Other participants in the project are the Vertically agency, D-Moore, Click-Code, Espada i Santa Cruz, Hike, Javier Mariscal, Escribà and Norte Studio, which between them have contributed with coordination, audio-visual content, 3D, technology, creativity and data.
How does the campaign work?
‘Barcelona x tu. Tu x Barcelona’ is an initiative created in collaboration with the Catalan government’s Ministry of Business and Employment and the agency Turisme Barcelona. The campaign also has the support of different organisations in commerce and the special involvement of Barcelona Oberta, the entity which brings together all the shopping hubs in the city centre.