CHALLENGE
Convince the youths of Sitges to put their goddamn mask on
KPIs
Engagement
WHO
The Espai Jove de l'Ajuntament de Sitges
WHAT
Campaign creative concept and execution
WHERE
Instagram and OOH
WHEN
Summer 2020
COVID is on a rampant mission to ruin our summer and Sitges aren't having any of it. They wanted to be able to enjoy the festes, and to be able to do that they needed everyone, especially young people, to keep their mask firmly stuck to their face, preferably covering both the nose and the mouth. Our job was to convince the kiddos to party consciously through the medium of Instagram ads. My role specifically was creative director.
STRATEGY
Masks are 0 fun, but wearing one doesn't mean you can't still have some. And at the end of the day, if you're having a terrible summer then it's not the mask's fault, it's yours.
EXECUTION
We developed a bunch of posts and stories and posters based on insights from festes and summer. Each one presented a situation where you COULD find an excuse to rip your mask off or do some other contagious kind of thing, but where you definitely shouldn't.
RESULTS
Our organic content got the most likes, shares, and reach of any post in the history of the feed
642% more reach than the total number of followers
In paid media we smashed the estimated reachby 285%
Followers grew by almost 10%
77% more interactions than the usual content
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