Campaign for the Huelva Demographic Challenge
As in many areas of Spain, parts of the province of Huelva are experiencing population decline. The Provincial Council of Huelva approached us to develop a communication campaign addressing this “demographic challenge” in the region’s most depopulated areas — and it truly lived up to its name.
Rural zones offer opportunities: the local government is investing in infrastructure and connectivity. Today, the Wi-Fi in a village café can rival that of any urban specialty coffee shop. What were once areas overlooked by younger generations have now become places to enjoy an active and peaceful life.
Claim — Pueblos Gigantes de Huelva (Huelva’s Giant Villages)
We created the concept “Pueblos Gigantes”, a campaign that highlights social and professional opportunities in small towns.
We personified their collective spirit through a friendly giant, showing that another way of life is possible.
Based on this concept, we developed all the creative assets: posters, banners, ads, social media content, merchandising, and an information counter.
The campaign was so successful that the Provincial Council even suggested bringing the giant to life at full scale.
Bodycopy — What looks small feels big
In places that appear small, people experience things of great magnitude — a contrast to large, gentrified cities where residents often feel detached. Sometimes life offers the opposite of what it seems.
“What looks small feels big.”
An endless green landscape, warm neighbors, quiet nights, good food, hiking trails, and now the same opportunities as in a big city — are those really small things? Our giant knows the answer.
This project was developed as part of the creative team at https://estoescoffee.com/ , where I worked as art director and illustrator.
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