{"id":558,"date":"2022-09-14T08:05:06","date_gmt":"2022-09-14T08:05:06","guid":{"rendered":"https:\/\/martavelazquez.com\/proyectos\/advertising-campaign-mayor-of-madrid-3\/"},"modified":"2022-10-07T11:43:16","modified_gmt":"2022-10-07T11:43:16","slug":"advertising-campaign-mayor-of-madrid-3","status":"publish","type":"proyectos","link":"https:\/\/martavelazquez.com\/en\/proyectos\/advertising-campaign-mayor-of-madrid-3\/","title":{"rendered":"Advertising Campaign &#8211; Mayor of Madrid"},"content":{"rendered":"\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"has-text-align-center wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-1-1024x683.jpg\" alt=\"\" class=\"wp-image-223\" srcset=\"https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-1-1024x683.jpg 1024w, https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-1-300x200.jpg 300w, https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-1-768x512.jpg 768w, https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-1.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">This personal project arose from <strong>the need to create a series of pieces related to social causes which personally resonate with me.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">I focused on designing a series of posters for a <strong>fictional advertising campaign to raise awareness of key issues<\/strong> &#8211; with the idea that they could be displayed on the streets of my home city.<\/p>\n\n<p class=\"wp-block-paragraph\">These pieces could be the subject of an <strong>awareness-raising advertising campaign<\/strong> that could be seen on the streets of any city.<\/p>\n\n<p class=\"wp-block-paragraph\">From this idea came a set of pieces with the following messages:<\/p>\n\n<ul class=\"wp-block-list\"><li><em>Madrid united against homophobia<\/em><\/li><li><em>Madrid united against machismo<\/em><\/li><li><em>Madrid united against racism<\/em><\/li><\/ul>\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><strong>First sketches:<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">The idea is that it should have a line that is clearly identified as a joint work, but each piece should be independent (in terms of composition and colour palette).<\/p>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/VmQiUiXcqlffh0xhzseKZQ_el3cD2wnjdWlY_xBqrywRlWYs_RIqDYygdf9fKkLwcStA9Rt9v5hlPTHc26fiTfkKIsSB2dLiWQQQmIgsRc0nDg76wpDhlxxpNaVqcGAN2YcV1taXDgqPLL0Lemmig3gEwdFQY_8neuJs2-QJgMsTIEefzl6lQfAOrQ\" alt=\"\"\/><\/figure>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\">Interchanging elements such as: birds (symbols of peace and freedom), arms \/ hands as a sign of struggle, rainbow (symbol of freedom and LGTBIQ+ pride) featured throughout each poster; to which simple elements already recurrent in my work (stars, circles, floral elements) were added.<\/p>\n\n<p class=\"wp-block-paragraph\">The messages also make up the composition in different ways, although the words MADRID and HOMOPHOBIA \/ SEXISM \/ RACISM occupy the same location in all 3 designs to form a cohesive set.<\/p>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/z6c02UY2MrANXtc636mm-W9k_LFXieaLt0yg-vIdXG3xVgWrQsX5BuSj-0DvraqZLFXarAyVoKvvwxpypiR8l0f3aKlapwDCbKYTRSKgwk5IjCm8Dn_yhq-BWux31QmSEn5S6P-XS9LQq8OFKaLkQjU0iPyZpl5dpcqHn8I28H46iS7JuU2W_qNKAQ\" alt=\"\"\/><\/figure>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><strong>Color palette:<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Once the black and white designs were finalised I moved onto colour and refined a colour palette that would be rolled out across all three posters. I tried both a white and coloured background approach:<\/p>\n\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/CDzI5XVaiTeCQ8GxqO8jFpix1wyYGub6KHOsXeb4e3dDihzj0NC_XCVCpFwGaP75SJn4zMfnJLYAnUZlLdI-HCEFC3GQTI52kfP8Fk6796hregLmHmZhmsaBLGMSZ3sY3g29VVRDoWjHCux7aBMAwHA2PoUkhQgA_RU6euqraFh-V9iL2BOoVE2K7w\" alt=\"\" width=\"449\" height=\"343\"\/><\/figure>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\">White background:<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/2NTVjsITSO9skeJkphMybMORRLW4udBCMtbAMQ_MjwKyKCm1sVq-CpqVi4amncDUogFhZH0vYeql-8Pnd-5jwheQg13T5q1bBn7WeAWlq_i0a7JnABQsUgF4ZwqjLEADZ75XBV7LEjsUejpEMWMuHz1D1xyPqigWvTEQYQ35-QymasStCgj4zLz05w\" alt=\"\"\/><\/figure>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\">Coloured background:<\/p>\n\n<p class=\"has-text-align-center wp-block-paragraph\"><br\/><img decoding=\"async\" style=\"width: 300px;\" src=\"https:\/\/lh5.googleusercontent.com\/-2ccj1cwcAdcHBugZHeLVnTg1l2Y0bEFibEsiaU4HsswvvsQvGR4NxQwnq6oaHX9wtgn69yPGzJzj1xCBiQyHMqsLAgB_0ITaaHB6qkns5gJECOMAL5x2bBJwbnAtvW4SXztShc5qwfd0bN64Ft1I64QDDL_DZhsx9abEVqn9CVp-QzAO14tYo1qzg\"\/><\/p>\n\n<p class=\"has-text-align-center wp-block-paragraph\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/umDGP8g8qb9BI96HVa5huA5XVrU88gy7dsu7YlDJN4WaLqEYJsj_BrTKZGRsGgLQzn3zQ5covFOZsni9NsyCU0Zq7OPURemQvCXzgtbZJzPZrABG-KtCtTpiUGDLtdg-s2E6jFqCvpsBQpNtZnUwVcRBd6xxJVvKsZVLNyadSNdVMWFGakdilkcABw\" style=\"width: 300px;\"\/><\/p>\n\n<p class=\"has-text-align-center wp-block-paragraph\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/z8vIuY3SwCicBAlh7wSFeybyoNKeXWDMjUcawZOA0A-kB65lLNtOA3o0Rb3kXpLgdiLxo_Xx7Hp-dGiL-IbMPSF0WI6Sx7b3GmF53pEjH7aBrn8Uq-I3Ky8H3ndRADJskF8CLfKsOEZq8n5_VHVcwVy420hdfKSN4i09N95ggbe9aRmTpoR0_Qu2oQ\" style=\"width: 300px;\"\/><\/p>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><strong>Bus shelter poster (mock up)<\/strong><\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/EmYsSRN9JF4mqvFWvRzkqGv4A0qgA9nsuLk6bL0Z6VCVyqDDVcNv1SqwYJxqpe4gdDlVaxs4VaaeKRX9zueZwBytDUf4RrjO7wzwiTXGZqHCa7RVswXJyhIT8JMi0w2BvEPHBb15ARQ53uEND27DjOlCMo_9i3oOb5pSiRAk6UKOjNkjSLqi4XTg9A\" alt=\"\"\/><\/figure>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\">Pushing the concept further, the idea emerged to apply the designs to double flag banners that could be installed in cultural venues or outdoor venue within the city, and for this <strong>I developed a series of patterns to compliment each message:<\/strong><\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/x-IXRq3o-RTREqy6fcIEkh890u-wIJg9TUOqzb-F-iy84h8vJ-yozf-e_npLlnk0VikIQVBoLgAwhx8q9PtMk4RPckMZMJ3UyEE_H7FeIi7wGfGqSBOZxott-8aol-6d_zRTI7bkCt2pFpvkq2nvgM0xaLwJCnekLtkmFTEIyDk5KUZPlBda7Q7HYg\" alt=\"\"\/><\/figure>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p class=\"wp-block-paragraph\"><strong>Flags (mock up):<\/strong><\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/o05Vmw0sVlkWhJYuqpJI976jHCOUgz8o2a2uWsfDWj7qisMfKMpDDMl9tBhfpOuMrY8foXUtRVkLnk0OgcMDissvfFK3GenTrQOF4jTHaUdvhyo9RKuH8tA-2sEay1fG2ZOn8Nkg4dpgmtw0GPCYsKvZQrIHi6wMt-H_ZYUT9m3SZio4Pnd6XK9KTw\" alt=\"\"\/><\/figure>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/W9tgCBU9Mx4PAKPvk8_-OO86DUvRX4irBY037-dzWb47Mpuh9fFfDpUF0s0sCHYdnOj8sIftrLDlbKR6fa0osrJyG3_V0CcU-gfSHmbkVprxcY1kbrfPcUjkKcw1U9_1F1oEqSnMP4dVeXShmHUUAch0wCMLwbcOrVzkdLwrqVmkJF_9DroQsx2dxg\" alt=\"\"\/><\/figure>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/ejAG2pqXfg71jJ8Tz3yws5W-udetc0-gMMxgzxX3Ds6CKc8XpXqVvKdoDeOPEFMqj0kjGq-UXzBY2IdGTeQptMddefv3hvTrn67IzS9ZZ-oFbd6EqF2zlhOfESio1uRPLtPFzIrveNAbcnjqse9FrIlWdJ1D6EQcoJuQfJV3HpDEfFb1F_BA0L_Jbw\" alt=\"\"\/><\/figure>\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-1024x683.jpg\" alt=\"\" class=\"wp-image-222\" srcset=\"https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-1024x683.jpg 1024w, https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-300x200.jpg 300w, https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup-768x512.jpg 768w, https:\/\/martavelazquez.com\/wp-content\/uploads\/2022\/09\/Wall-With-Glued-Posters-Mockup.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"featured_media":327,"template":"","categoria_proyectos":[23],"etiquetas_proyectos":[],"class_list":["post-558","proyectos","type-proyectos","status-publish","has-post-thumbnail","hentry","categoria_proyectos-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising Campaign - Mayor of Madrid - Marta Vel\u00e1zquez<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/martavelazquez.com\/?post_type=proyectos&p=168\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising Campaign - Mayor of Madrid - Marta Vel\u00e1zquez\" \/>\n<meta property=\"og:description\" content=\"This personal project arose from the need to create a series of pieces related to social causes which personally resonate with me. 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