Català
EspañolCatalonia, The best gastronomy in the world
Director: -
Producer: Craft
Producer Company: -
Agency: McCann
Client: Agència Catalana de Turisme
Country: Spain
Synopsis
The campaign is an invitation for everyone to enjoy Catalan cuisine. The core of the campaign is a video showing the products’ journey from the countryside, sea and mountain to the plate. It is a tour through Catalonia that highlights products, traditional dishes and real people involved in the sector. The common thread is a visual resource, the ‘infinite table’, which symbolises the union of all of Catalonia through its gastronomy.
Objectives
With Catalonia’s recognition as the World Region of Gastronomy 2025, the campaign’s goals are: - To position Catalonia as a benchmark wine-gastronomy destination. - To enhance a sustainable, innovative tourism model. - To showcase traditional Catalan cuisine. - To bring visibility to new talents in Catalan gastronomy. - To highlight the role of producers and local products. - To establish a symbiotic relationship between locals and visitors. The campaign launch was at the Palau de la Música Catalana, an important event with the presence of figures in the gastronomy and tourism sector and a speech by the president of the Government of Catalonia. Holding the launch in this iconic space transforms the campaign into an experience that merges heritage, culture and gastronomy. It’s a gathering that turns the creative story into a movement shared by the entire sector, showing the world Catalonia’s unity and gastronomic talent. During the event, a special artistic photograph was taken to later be turned into a graphic to be inserted in prestigious media like The Washington Post, Der Spiegel, Corriere della Sera, The Guardian, Le Figaro.
