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From the responsibility of working on a concept that invites happiness back from the hospitality industry, we present a message full of optimism.
"It's time to spread the will to live", under the creative direction of Juan García Escudero, CCO of TBWA \ Spain, was born with the desire that happiness and laughter make their way after the long weeks of confinement. “Once upon a time there was a world that lived in confinement. That was his reality. They never knew another one ”. The campaign, as in a story told through a metaphor, places us in a dystopian world, where, suddenly, a wave of optimism and vitality invades society. The contagion of laughter, happiness ... that tear down the walls of fear. The exciting dystopia of a world where the will to live is contagious.

In the words of Juan García Escudero, “The generosity and the clear purpose of actions like this highlight the capacity that brands have today to tangibly contribute to improving people's lives”
This happiness of which the campaign tells us has as its setting the bars, the restaurants, the terraces, the bars ... That space that is so ours that we recover and enjoy again, always complying with the sanitary regulations set by the authorities.
And it is that, as Kerman Romeo says, one of the promoters of this initiative between brands: “There is no better normality meter than a bar. We must respect all the security measures indicated by the authorities, but we also want to bring back the joy of the gradual reopening of the hospitality industry, a sector that defines this country like no other. ”