VILAFRANCA [2] 
2024
Narrative - Storytelling

ADG LAUS Award 2025
Category : Advertising
In Book / Selected

client @vilafrancadelpenedes team @gerardesrarellas @scohysarah @mielcorderog @blete.jm actress @soniaesmu
In this project, we developed a narrative campaign for the Vilafranca del Penedès City Council, aiming to position the town as a notable weekend-tourist destination through a creative proposal based on the supernatural genre. Based on an analysis of the local and cultural context, we identified the need to revive interest in a town that, despite its rich heritage and symbolism, has lost presence in the contemporary tourist imaginary. From the concept “EX NIHILO”—from nothing—we built a narrative where the symbolic disappearance of Vilafranca becomes the trigger for an immersive experience designed to attract the so-called "Paranauts," travelers who seek the unknown, the hidden, and the mysterious.

This story revolves around Adrià, a disillusioned man who embarks on a journey to revive the “Dama Blanca”, the town’s spirit, thereby rescuing the memory and essence of the place. We relied on local myths, folkloric references, and architectural and natural elements, integrating them into a supernatural adventure narrative that, in addition to inviting exploration, proposes a reflection on forgetfulness and memory.  The art direction reinforces this duality between the visible and the intangible through contrasts of light and shadow, cadastral maps as route guides, and a typographic combination that balances the modernist and the contemporary. This entire experience is materialized through a transmedia strategy divided into three phases: the disappearance of Vilafranca, its guided search, and its subsequent rediscovery. The proposal not only invites the audience to discover the town but also transforms them into protagonists of a journey full of mystery, emotion, and collective memory. Together, we managed to transform an apparent lack of tourist identity into a narrative strength, reinterpreting “nothing” as the starting point for a unique and emotional experience.