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?
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
WHO ARE BARCELONIANS?
"Permanent Immigrants and
Temporary Locals"
COMMON
DIFFERENT
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?
German Drink
Made by French
In Barcelona
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
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.
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
20% of russian immigrant
Jingle examples
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.
