
The names of the campaign’s main protagonists, Ildefons, Pep, Eulalia and Marina, were taken from four of the city’s Metro stations and dreamed up by BUM’s resident copywriter, Alex.




We love the idea because of its simplicity and the fact that it never fails to make us smile.
The result was displayed on illuminated advertising panels and buses, and were used in TV animations, social media, and radio and press spots.