La Salle Kanpezu.
50 summers in one song.
50 years ago, La Salle created our country’s first children’s summer camp in Basque. Kanpezu turns half a century old as a symbol of support for our culture and for children’s personal and social development. Celebrating such an important step taken back then — when that commitment was anything but easy — and honoring it, was our goal.
Honoring that commitment meant telling it and sharing it. So we created a story and a rationale. A summer camp positively shapes people’s lives. It accompanies you as you grow, it leaves its mark. So much so that, after all these years, campers still remember those two weeks of summer. Like the chorus of a summer song — the kind that never leaves your head. Kanpezu is a small part of your life, but one your memory keeps forever.
We wanted to tell how Kanpezu has spent half a century leaving its mark on people’s memories. And we wanted to do it with the focus on the Basque language. And on those songs we sing every summer which, like camp itself, are short but stay with you for life. So we decided to build a summer song made from the summer songs of Kanpezu’s 50 years. And we launched a message. In the shape of a song.
The song of the 50 summers wasn’t born just to remember them, but also to be catchy and shape the next 50. A children’s song. An anthem. A spark. A wish. One that would create a positive impact.
Written from the lyrics of the 50 most-remembered Basque-language songs of the last 50 summers, “50 summers in one song” is unique, different and fun all at once. It became the narrative and creative platform for the message.
We premiered it at a public event and it was distributed globally through different digital platforms: Spotify, YouTube, Apple Music, Amazon Music…
We created a music video featuring the 50 records the lyrics are made from. And today anyone can listen to it.
Beyond the unconventional media launch, which generated WOW and organic PR coverage, we created a new visual and narrative identity for the camp, under the concept “The Million-Star Hotel”. But that’s a whole other story. For now, better to play the 50-summers song one more time. And remember that what we are is a consequence of what we learned.
“Stunning.”
