AJUNTAMENT DE BARCELONA

CULTURE OF SUSTAINABILITY

Works
Concept
Script
Creative & Art Direction
Montion & Sounf Design

FOR A
SUSTAINABLE
FUTURE

The Barcelona City Council has a plan. It wants to lead the city towards a more sustainable model. The aim is clear, to meet the 2030 sustainable development goals of the United Nations.
 
To achieve this they must transmit the idea of a Culture of Sustainability to their citizens. To be open, to get involved, to be participative.
 
With videos like this, citizens get closer to the institutions in order to work together towards a more sustainable future.

VIDEO CONCEPT

THE PROTAGONIST IS YOU

The basic idea is to put the audience at the center of the action. Help them realise that we can all be protagonists of change.
 
You don’t have to demostrate it every day, chain yourself to a transatlantic ship, stop using all types of plastic or become raw-
vegan. With small gestures great things can be achieved. Great things can be achieved with small gestures.
The message is conveyed through Mary. A fellow citizen who could be any of us. Your neighbor, your sister, the groceries shopkeeper or your bookseller.
 
One day she realizes that helping Barcelona be a more sustainable city is possible. Together we can. At the end, it is very simple: living well, without misspending.

Key Words
PEOPLE
BARCELONA
CHANGE
SUSTAINABILITY


WATCH VIDEO BELOW

LOOK & FEEL

We work with collage animation. The technique that best fits the idea of sustainability. Recycling and reusing photographs and illustrations creates new compositions. The general treatment gives it a manual, artisanal and crafty look and feel.

Presence of typography

A classic typography accompanies the locution emphasizing some of the key concepts.

Supporting Graphic Elements 

Rounds, triangles, lines and soft waves balance and enrich the compositions.

Movements

The animations are subtle, not shrill. Transitions too. Closely linked to the rhythm of the locution.

Locution, music and sound design

A sweet voice speaks to us in a relatable way. As if a good friend were explaining it to you.

An accompanying music enriched by a sound design that reminds us of a craft workshop. Rustic sounds, papers, gears, birds…

TONE, RHYTHM, LANGUAGE

The tone of the video is descriptive and reflective with a constructive intention.
 
It relies on the positive side and the small solutions, not on the more dramatic side of the issue.
 
The approach is very conversational. The video wants to give the feeling of closeness and proximity.
The rhythm is very balanced. The tempo allows to assimilate the concepts that are being transmitted in an agile and dynamic way. It is not boring, it does not become dense. 
 
A series of scenes that are cut and intertwined with each other in an organic and harmonic way follow one another.
 
The language is clear and direct. The message is what has to be retained in the viewer’s mind. The closing claim synthesizes the general idea of the message very well

COLOR PALETTE