Basque Government OnOui Etorri.
Two countries, one ribbon, infinite possibilities.
The Government commissioned us with an international project — half strategic, half romantic, and a third half: a matter of state. After 70 years of absence, the Basque Government was reopening an official delegation in France, in Paris to be precise. The brief was to create the strategy, story and campaign that would celebrate this historic step, and reflect or anticipate the positive consequences — both economic and reputational — that such a gesture brings.
A reopening with one functional meaning and another — a very big one — emotional and symbolic. The heart of Europe, the cradle of liberties, a cultural and emotional capital. Among many other things.
Any country-brand campaign inevitably runs the risk of looking like a tourism campaign. So, to communicate that ties were being drawn close again, we decided to move away from postcard landscapes and traditional influencers and create exactly that. A ribbon that ties. A simple, powerful key visual that reflects the union and the paths that open up.
A great ribbon tied to a country small in size, yet capable of generating infinite possibilities. With a resounding OUI. And so, we evolved the Ongi Etorri into the OnOui Etorri.
A simple, forceful idea, with a visual code able to evolve into imagery. And a great capacity to generate cross-format cohesion to add effectiveness.
Strategy, story, 360 campaign development, spot, out-of-home, press, banners, print, audiovisual. And a result that met its goals before reaching the halfway mark.
“With these figures we can already tell you that by the end of the campaign we will have exceeded every target set."
