#LASMUNICHVUELAN

Client - Munich | Role - Art Director | Year - 2022

MUNICH lands in Madrid.

MUNICH, the famous brand of sneakers, trainers, or call them whatever you want, wasn't very well-known nor well-received in the Spanish capital. The truth is, there was a certain reluctance toward the brand for being Catalonian.

The brand asked us to create an action that would bring the people of Madrid to the stores they had opened. Very logical, we open stores in a new city and want people to know about them. But how do we do that when we aren’t well-received? By showing that, in reality, that’s not true.

We were going to give away MUNICH shoes in Madrid. If they liked them, they’d grab them, and if they hated them, they wouldn’t. Quite a gamble (spoiler: it was a winner).

And we were going to make it even harder. We intended to show Madrileños that not only did they like our MUNICH shoes, but they loved them.

That’s why we created a self-service billboard full of MUNICH shoe boxes that people could take for free, but inside the box, there was only one shoe. They had to go to the store to get the other one.

Traffic to MUNICH's new stores… ACHIEVED
A remarkable campaign with impact on social media and PR… ACHIEVED

And the results speak for themselves: an unknown and not-so-liked brand in the capital, that flew off the first self-service ad platform that ever existed.

Madrid & MUNICH, a love story no one expected.