The successful Jardins Pedralbes Festival had to change its name and location after 10 years. The image of the new ALMA Festival seeks to wink at the image of the Jardins Pedralbes Festival, while conveying the change undergone by the festival.
How did we decide our approach?
The objective of the campaign was to inform the regular audience of the Jardins Pedralbes Festival that the new ALMA Festival was their usual favorite summer festival, in a new location. For this reason we decided to follow the usual communication style of the previous festival, based on the nature of the gardens, to generate a link between the two festivals in this first edition.