Madrid City Council Campaigns
Client
- Madrid City Council
Since July 2025, we have been the creative agency for the Madrid City Council. Madrid City Council.
Working for Madrid means building coherence across projects as diverse as mobility, culture, public health, or social services. Each briefing forces us to think about how it impacts the real lives of citizens, how it connects with other areas, and what it adds to the broader narrative of the city.
We work on very different projects, all driven by the same purpose: creating communication that is useful, human, and truly valuable for the people of Madrid.
Solidarity as Identity: THERE’S A PIECE OF MADRID EVERYWHERE IN THE WORLD
The commemorative campaign for the 30th anniversary of Madrid’s international cooperation is built around the concept “THERE’S A PIECE OF MADRID EVERYWHERE IN THE WORLD”. It elevates solidarity from institutional policy to a cultural trait and a defining identity of the city.
The insight is that Madrid is not just a place, but a "way of being" — open, generous, willing to roll up its sleeves. The goal is to spark pride and participation among citizens, showing that this local attitude of stepping in and supporting others crosses borders, leaving a positive legacy around the world.
The “MANDAO” Challenge: Towards Real Shared Responsibility at Home
The campaign "SOY UN MANDAO" tackles the invisible mental load that sustains inequality at home, where men often remain — almost by inertia — in the passive role of the Mandao, waiting for instructions (“What should I do?”).
The objective is to invite men to stop “helping” and start taking responsibility, bringing into the household the same planning and leadership skills they apply in their professional lives. The campaign highlights that true co-responsibility requires more than executing tasks: it means co-managing and taking ownership of the invisible list that overloads women.
LA BONITA MOVIDA: Madrid, Your Ally to Grow
Madrid City Council’s natality campaign, under the slogan “LA BONITA MOVIDA DE TENER UN HIJO/A”, aims to raise awareness of the city’s direct financial aid and position Madrid as an ideal place to be born and to grow up.
The city presents itself as an ally and companion for families. The campaign uses the emotional power of babies and references to Madrid’s cultural identity (“la movida”) to connect with the public, celebrating each birth as a collective joy that strengthens the city’s identity.
MADRIDMORFOSIS: The Transformation that Builds Identity
The Works Plan Parque de Ventas launches under the concept MADRIDMORFOSIS,a promise of a new way of living the city. It’s not just a change — it’s a deep transformation that builds identity from within.
This vision is grounded in human-centered urbanism that places citizens at the core.The goal is to humanize construction works and create spaces that improve the daily lives of Madrid’s residents, following the example of successful projects like Madrid Río and Madrid 360.
Madrid reinvents itself as a living organism that grows and rises. The campaign captures this impact: “By transforming PARQUE DE VENTAS, we transform lives.”.
MUCH MORE THAN JUST CARE: the adventure of continuing to live
Madrid City Council’s campaign for Day Centres seeks to break the cycle of isolation and hopelessness that can accompany ageing.
Under the concept “Much more than just care,”the objective is to redefine what support means. Day Centres are not just places of assistance — they are opportunities to experience joy, connection, and a renewed sense of life, all while enabling older adults to remain in their homes.
They provide specialized social and healthcare services, along with essential support for caregivers. It’s about giving continuity to lifeand offering an alternative to the emotional “farewells” often associated with ageing.
Generational Recognition: YOUNG PEOPLE IN MADRID, YOU ARE EXTRAORDINARY
The City Council’s campaign “LOS JÓVENES EN MADRID SOIS MUY GRANDES”aims to empower children and teenagers by recognizing them as active citizens with a real voice and current influence— not just as “the future.”
Its goal is to foster pride among young people and raise adult awareness of their importance, celebrating their contribution today and reinforcing the commitment of the 5th Childhood and Adolescence Plan (2025–2028).
Data sheet
Client: Madrid City Council
Project: Campaña de sensibilización y prevención de drogas
Madrid City Council Communications Team: Javier Muelas, Pedro Reoyo, María Jesús Martínez, César Gómez y Alberto Lizarralde
Agency: Darwin & Verne
General direction: Alberto Martínez
General Creative Director: Carlos Sanz de Andino
Creative Directors: Pablo Mendoza y Alicia Vilches
Strategy: Ignacio Bazarra y Alejandro García
Account Director: Javier de Prada
Account Executive: Natalia Gutiérrez y Elena Fernández-Pacheco
Motion: Juan Fajardo y Pablo Goldberg
Producers: Noelia Herrera y Ariel Lahuerta
