#Culturadeprimeranecesidad
(#Cultureessentials)
Overview
In a world where cultural taxes reach unprecedented heights, enjoying music, books, movies, concerts, and other forms of culture is deemed a luxury, leaving artists in a precarious situation. In response, the Government of Gipuzkoa is introducing the 'Culture Essential Pass,' offering discounted access to cultural experiences.
#CultureEssentials #Culturadeprimeranecesidad or #Premiabizikokultura is more than a campaign; it's a call to recognize that culture is as vital as buying bread, eggs or milk. We demand a reduction in taxes on these essential items, crucial for societal development.
Outcome
We created El Kolmado, a fictional grocery store where everyday essentials were presented alongside cultural masterpieces, highlighting the contradiction of taxing culture as if it were a basic consumer product. Together with Estudios Durero, we developed more than 150 bespoke packaging designs that transformed ordinary products into storytelling pieces through references to literature, music and the arts. The packaging became an extension of the campaign itself, reinforcing its message while inviting people to engage with culture in an unexpected way.
El Kolmado, a boutique made of the best storytelling
El Kolmado was conceived as more than a temporary store—it became the physical expression of the campaign. Designed as a cultural meeting point, the space combined retail, storytelling and live experiences, creating an environment where visitors could discover books, music and performances in an unexpected setting.
Throughout the campaign, El Kolmado hosted a programme of talks, live performances and special events featuring artists and public figures such as La Oreja de Van Gogh and Julia Otero, reinforcing its role as a place where culture could be experienced, shared and celebrated.
A travelling extension of the campaign
We developed a mobile version of El Kolmado, travelling across Gipuzkoa to bring the campaign to different communities. Along the way, a collection of postcards featuring the bespoke packaging illustrations helped reinforce the campaign's message and visual identity.
My Responsibilities
Photo Art Direction
Creative Concept Development
Campaign omnichanel design
Packaging Design
Visual Merchandising & Retail Graphics
Print & Editorial Design
Creative Production
AWARD WINNER IDEA
EFI / GOLD
CDEC / GRAPHIC / SILVER
CDEC / IDEAS / SILVER
ADC*E ANUARY / ARTS & CRAFTS