VEUS PER VALÈNCIA
CERVEZAS TURIA
Industry: Culture, Music and Beverage
Services: Creative strategy, branded content, audiovisual production, influencer marketing, digital communication and cultural partnerships.
A collective initiative to make music heard again in Valencia.
The Client
Cervezas Turia is a brand deeply connected to Valencian culture and identity. Over the years, it has supported local talent, traditions and cultural initiatives that are part of the city’s social and creative fabric.
The Challenge
After the DANA storm in Valencia, dozens of music societies were severely affected. Thousands of students were left without classes or instruments, and many local bands were forced to stop playing. In a city where music is part of its collective identity, the impact went far beyond material damage. The challenge was to create an initiative capable of mobilising the community, raising awareness and restoring music as a symbol of unity and resilience.
OUR THOUGHT-PROCESS
Together with the Federation of Music Societies of the Valencian Community, we developed a cultural initiative with a clear purpose: saving music with more music. We found the perfect message in “Lodo” by Xoel López and brought together the artist with 16 Valencian voices to create a collective reinterpretation of the song.
The new version introduced lyrics in Valencian and fresh vocal nuances while preserving the essence of the original track, allowing it to resonate both locally and nationally. The entire project was coordinated and produced in record time.
SAVING MUSIC WITH MORE MUSIC
OUR SOLUTION
VEUS PER VALÈNCIA became far more than a song.
The campaign achieved over 5 million organic views and generated thousands of interactions and shares across social media. Artists, cultural figures and public personalities amplified the message naturally, turning the piece into a collective anthem.
Music returned to the streets of Valencia and the campaign created a strong emotional connection with the community.