The Client: EBRO
The Creative Agency: FORASTERS STUDIO
The project: an advertising campaign to communicate the re-opening of the old EBRO factory in Barcelona.
My role: creative strategy
The issue
EBRO had a powerful story to tell: they had modernised an old factory to bring car production back to Spain. But the initial brief was very technical, focused on industry, production and innovation. My role was to help make that story feel more human.
EBRO had a powerful story to tell: they had modernised an old factory to bring car production back to Spain. But the initial brief was very technical, focused on industry, production and innovation. My role was to help make that story feel more human.
The cultural tension
While looking for a more emotional way in, we found a social tension that felt very relevant: ageism, and the way older people are often made to feel invisible. This was especially meaningful for EBRO, because many of those people had worked in that same factory and helped build the history of the brand.
The insight
Bringing the factory back to life was not only a story about the future. It was also a chance to honour the people who had made EBRO possible in the first place. The campaign became a tribute to them, to their work, and to the idea that progress should never forget where it comes from.
In this way the "technical news" of the re-opening of a factory became a brand campaign that brought EBRO far from its competitors and closer to the Spanish audience.