La Pedrera, a masterpiece of nature

Fundació Catalunya-La Pedrera


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Nature, the source of inspiration for La Pedrera's new positioning

Commissioned by Fundació Catalunya-La Pedrera, Grup Transversal created and designed a new positioning campaign for one of Barcelona's most emblematic buildings: La Pedrera. As a result, Grup Transversal produced a new story to reinforce the emotional attributes, appeal and particular values of La Pedrera, focusing on the building's differentials.

Entitled “La Pedrera, a masterpiece of nature”, the core of the campaign was made up of an audiovisual on nature and the building's heritage, bringing all this together through a story with an immediate impact on a range of audiences. This audiovisual presents nature and not Antoni Gaudí as the "creator of La Pedrera" as nature was the architect's main source of inspiration when he created this emblematic building.

The new campaign also included a redesign of the La Pedrera website, as well as the production of other advertising material such as banners, ads in tourist magazines and leaflets for hotels and cultural centres, among other pieces.