2026
Spain
Client: Agència Catalana de Turisme
Produced by: Craft
Agency: McCann
Category: Tourism Products
Entry Type: Video Ad / TV Commercial
The campaign is an invitation for everyone to enjoy Catalan cuisine. The core of the campaign is a video showing the products’ journey from the countryside, sea and mountain to the plate. It is a tour through Catalonia that highlights products, traditional dishes and real people involved in the sector. The common thread is a visual resource, the ‘infinite table’, which symbolises the union of all of Catalonia through its gastronomy.
With Catalonia’s recognition as the World Region of Gastronomy 2025, the campaign’s goals are: - To position Catalonia as a benchmark wine-gastronomy destination. - To enhance a sustainable, innovative tourism model. - To showcase traditional Catalan cuisine. - To bring visibility to new talents in Catalan gastronomy. - To highlight the role of producers and local products. - To establish a symbiotic relationship between locals and visitors.
The campaign targets people passionate about wine and gastronomy, as well as gastronomic tourism, and travelers. It aims at a more conscious audience that prioritizes connection with the territory and local communities. The campaign includes professionals from the agri-food and hospitality sectors, chefs, and local residents. At the same time, it focuses on tourists who are aware of and engaged with regenerative tourism.