RADIO MORITZ

BETTER TOGETHER

Client:

MORITZ BARCELONA

Moritz beer is the first beer that was created in Barcelona in 1864 by Mr. Louis Moritz. Since then in became iconic Catalonian beer.

What we need?

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The pandemic period created new values, such as sustainability, mental health care, family/ friends oriented society. Moritz needs a project to approach the audience and generate community. 

Target audience from brand:

Barcelonians
Mental stable, married, millennials with small children, oriented on sustainable lifestyle 
26-35 years

CONCEPT

TEXT ORIGINAL

oigo en metro /y/ en la rambla

en Sarria // en la Mina

en Mercadona // en Veritas

en Lasarte // Chenji

en olor de macba // aroma de glicinia

 

oigo en «coffee shop, amigo» // el coro de Montserrat

en los hombres en robador // tambores en marzo

en bimba y lola // tiendas de mil y una cosa

en bravas de Jordi // durums de Emir

 

Oigo en castellano, catalano, chino y ruso

 

Oigo en rave en Carmel // en orquesta en Palau

en los quien despiertan a las 6 // quien solo se va a la cama

quien vive en «vela» // quien tiene que velar
en cerveza// agria // fría

en los imigrantes permanentes // locales temporal

en Barcelonians.

TRANSLATION

I can hear in metro and on La Rambla
on Sarria and on la Mina
in Mercadona and in Veritas 
In Lasarte and Chenji
in stench of macba and scent of glicinias

I can hear in "coffee shop, amigo" and Montserrat chorus 
in man on Robador and drums in the march
in Bimba y Lola and thousand and one thing shops (Target)
in Bravas from Jordi and durums from Emir

I can hear in Spanish, Catalan, Chinese and Russian

I can hear in the rave on Carmel and orchestra in Palau
in those who wake up at 6 and someone who just falls asleep
who live in "vela" and who has to watch over

in cerveza, agria, fria
in permanent immigrants and temporary locals

in Barcelonians

hover to translate 

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WHO ARE BARCELONIANS?

"Permanent Immigrants and
Temporary Locals"

COMMON 

DIFFERENT

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love their family

drink beer with friends on terraza

Insecure about future

race

religion

nationality

TOGETHER

Locals and immigrants create Barcelona. There are no extra "elements' in Barcelona.

HOW TRADITIONAL CATALAN BEER CAN HELP?

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German Drink

Made by French

In Barcelona

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BEER THAT HAS BECOME A SYMBOL
OF NATIONAL IDENTITY WAS CREATED
BY IMMIGRANT 

*AND THIS IS AMAZING

WHAT IS IT ABOUT?

Podcast: Radio Moritz

POINT OF VIEW

#POV it is often used to indicate when the viewer is meant to be watching the situation from their own perspective.

Monologue about adaptation struggles, social problems, situations that show how stereotypes make bad work. Stories of loss and gain. 

WHY?

To increase empathy inside the communitu and hear to them firsthand.

CONTRAPUNTO

(n.) the art of waving together independent melodies

in order to produce a beautiful, harmonious whole

Interviews with artist/ friends/ families 

from various social groups 

and their collaborations and success

WHY?

Present existing experience of collaborations

OPEN CALL

Call-board for artists that looking for collaborations.

Part of 

Project

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PUNTO

A breath mark or luftpause is a symbol used in musical notation. It directs the performer of the music passage to take a breath or to make a pause

Q&A for listeners with experts in psychology, criminology or sociology.

 

WHY?

Settle the contentious issues, explain that any feelings are good, and learn how to deal with them

HOW?

launch 

I NEED A HERO

TASK

We need Barcelonians, and where is better to look for them than the streets of Barcelona?

HOW?

Posters on streets

- no logo

- no description

-cta question 

-QR codes that lead to survey

WHY?

We need unbiased heroes, After filling a form and our quick survey, we contact them personally and have a quick face to face talk.

in progress 

SET! ACTION!

TASK

Promote podcasts in social media: Instagram and Tinder.

HOW?

Ad company in Instagram

Ads in Tinder* (for Open Call and Moritz Support project)

WHY?

Due to *

Tinder became extremely popular in Spain during the pandemic.

 

As we are looking for artists that are ready for collaborations we are playing with the "It's a match" phrase.

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RESULTS

lie on the bed one has made

TASK

The main task of our podcast not to resolve social problems and take them seriously, But to represent people who create Barcelona and support other creators and artists.

HOW?

Groovy and sometimes expressly childish style  will make heroes feel more comfortable and take it easy

TEST PODCAST

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20% of russian immigrant

Jingle examples 

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EXTRA
MORITZ SUPPORT

We launch projects that were created during and after podcast life. This project represents changing Barcelona and collaborations in action and LIVE. 

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DATE

February 2021