Dance is much more than just dance; it is hard work, sufferance, creativity, persistence, unconventionality, risk. Dancers share with dance enthusiasts a number of values that make them unique, a rare species in the world of art and culture. We only had to highlight these concepts to win over both groups. However, to newcomers El Mercat may seem all about contemporary dance, as if it is not for them, strange and difficult to understand. We had to show them this is not true.
To give El Mercat de les Flors back its leading role as a reference point for national and international dance and succeed in getting new dance enthusiasts involved, we based our campaign on a very simple idea: there is a lot more to dance than you imagine. And through this idea, define El Mercat and explain clearly all the values it stands for (Social, Integration, Education) and the different types of dance it includes (Hip Hop/Flamenco/Circus)
Starting from its logo, we were looking for an iconic graphic idea. The objective was to recapture that brand essence that had somehow been lost in the last campaigns. The logo had to represent the place where the magic takes place, where a foot, an arm, a hand, a movement take centre stage and talk about their experiences first-hand. Thanks to their stories we find out what dance really is and discover the secrets we have never known about it.
Film&Photography: Marcel Joan
Via Laietana 64, 1-1, 08003 Barcelona
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