Think You Know Spain? Think Again

Director: -

Producer: MADRE

Producer Company: -

Agency: IPG Mediabrands (Omnicom)

Client: Instituto de Turismo de España, O.A. (Turespaña)

Country: Spain

Synopsis

“Think You Know Spain? Think Again” unfolds as a cinematic exploration of Spain’s hidden heart. Through 3 intimate journeys — a solo traveller, a young family and a midlife couple — the film reveals a country far beyond its postcard image. Mist-covered mountains, empty roads and quiet villages frame a slower rediscovery of wonder and presence. More than a journey, it offers a subtle shift of perspective: a portrait of a Spain rarely seen on screen, and an invitation to look again-with new eyes.

Objectives

To reposition Spain as a sustainable "Slow Travel" destination and challenge outdated perceptions through the claim “Think you know Spain? Think again". The campaign aims to attract higher value visitors to non crowded inland areas, support a more balanced tourism model through geographic concentration, longer stays, and reduced seasonality, as well as to reinforce Spain’s long term sustainability strategy. The campaign marks a creative and strategic shift for Turespaña, avoiding beaches and major cities and showcasing inland Spain. It was filmed across 12 Autonomous Communities and over 60 locations, and is the first produced and launched in collaboration with regional destinations through extensive co marketing initiatives.