SEAT

INSIGHT
Germany seems to love paralyzing itself with its constant complaining and unnecessary grievances. Whether it is the weather, wokeness or elections – in this country, there is always something to criticize.

IDEA
Barcelona. A city full of sunshine, optimism and joie de vivre, which has always shaped the brand’s mindset. And the perfect stage to present a welcome counterpoint in times of German pessimism. Where others complain or feel annoyed, we remind them that life is better with a positive attitude.

IMPACT
The campaign “Created in Barcelona” has brought SEAT back into people’s minds in Germany after a long period of communicative absence. It continuously demonstrates what defines the heritage of the brand. In the future, both in public spaces and on social media, work will increasingly focus on contextual relevance in order to reach people thematically exactly where they come into contact with SEAT.