Som Elèctrics! («We are Electric!»)

Citizens will lead the environmental revolution and take it to the streets

The congress

Health, technology and mobility are the axis of “Som elèctrics!”, the electric vehicle and sustainable mobility congress held at the Science and Technology Museum of Catalonia (mNACTEC), which brings together scientists, experts and companies committed to a more sustainable city model. The “Som elèctrics!” program has a series of talks open to the public, with the participation of brands like Renault, Nissan, Circutor and Circuit of Barcelona/Catalunya, among others, as well as an exhibition at mNACTEC about pollution, the environment and the evolution of electric vehicles from the first prototypes and models of cars, motorcycles and bicycles.

The challenge

MNACTEC hires us to connect the “We are electric!” not only with the professional public — business people, scientists and other speakers and specialists — but also with the citizens, turning it into a space for dissemination and reflection on the electric vehicle in the city. Its dual scientific and recreational aspect, as well as its wide audience, makes it important to make the advertising campaign visible in the city and throughout the territory.

The idea

The illustration

We decided to take a vindictive direction based on the allegorical work of Delacroix, and collaborating with the illustrator Joan Negrescolor to create a work that reproduces its recognizable composition, led by a female figure that symbolizes freedom raising a flag — in our case, a skate. This central figure is flanked by other characters: citizens who use sustainable means to get around (on foot, by bicycle, skate or public transport).

The motto

Continuing with the reference to the work of Delacroix and based on the famous motto of the French Revolution — “Liberté, egalité, fraternité” — we develop our own “Mobility, Sustainability, Responsibility!”. In this way we reinforce the revolutionary and social will of the congress, and we also make more evident the inspiration that underpins the whole campaign.

The result

For this «Som elèctrics!» we have looked for a recognizable discourse that helps mNACTEC to make visible its advertising campaign through large format signs, posters, programs, press and digital actions on social networks.

Barcelona based creative agency. www.baku.cat

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