Digital, Graphic Campaign, Print
Gerard Mallandrich and Thru Studio
The CCCB (Centre de Cultura Contemporània de Barcelona, or Barcelona Center for Contemporary Culture) tasked us with creating a graphic companion to the program ‘Eh! Tallers d’Estiu per a Joves’ (‘Eh! Summer Workshops for Young People’), which encompassed a number of activities and workshops revolving around music, dance, screen printing, journalism, and audiovisual communication, among others. The campaign pursued to encourage teenagers from all parts of Barcelona to reclaim the CCCB as a space of their own, particularly in the context of post-lockdown stagnation, to bring culture closer to the rising generation.
The young age of the target audience had an immediate effect on the proposal, prompting us to reconsider the campaign’s touchpoints: we decided to step away from its original approach, which relied mostly on printed matter, to instead focus on a digital-first campaign that relegated physical media to a supplemental role.
The solution sought to adapt to the context by appropriating some of the quirks and affectations common to teenage online speak, including bits of written slang, stickers and animated gifs – and ultimately, under the interjection ‘Eh!’, to generate a call to attention that would engage them to find out more about the programming, enhancing the impact of the campaign’s message. In order to balance the eloquence that was derived from the many treatments of the word ‘Eh!’, the remaining structural elements of the identity (typography, text composition, color) were designed under a conversely institutional approach, establishing a link with the Center’s own visual language but also allowing it to evolve so as to reach a younger audience.
The result is a versatile, expressive and dynamic campaign that connects with its audience in a way that is at once direct and welcoming.