Fem Falla 2026 Campaign
CERVEZAS TURIA
Industry: Beverages
Services: Brand strategy, creative direction, audiovisual production, integrated campaign, digital content, outdoor advertising and influencer marketing.
There is a part of Las Fallas that makes no noise. Yet it resonates.
The Client
Cervezas Turia is a brand deeply connected to Valencian culture and tradition. For more than ten years, we have worked together to build a brand positioning rooted in the identity of València through a contemporary lens, strengthening its role as the official sponsor of Las Fallas under the concept “Fem Falla”.
The Challenge
Every year, “Fem Falla” aims to find a new way to connect with the most important celebration in València. This time, the challenge was to look beyond the obvious and focus on everything that makes Las Fallas possible, yet rarely takes centre stage. We wanted to create a campaign capable of connecting with people through authenticity, moving away from clichés and highlighting the cultural, human and artisanal value behind the celebration through a contemporary perspective.
At the same time, we needed to translate this idea into an integrated campaign capable of working across different formats and touchpoints, while maintaining a coherent and accessible narrative for very different audiences.
Our thought-process
Everything started with an insight: for València’s biggest celebration to happen, there are countless people and crafts behind it, without whom Las Fallas would lose its essence and meaning.
From there came the idea: “Hi ha una part de les Falles que no fa soroll. Però sona.” (There is a part of Las Fallas that makes no noise. Yet it resonates.) A concept that allowed us to explore everything that usually remains behind the spotlight.
We travelled through workshops, “casales falleros”, squares and churches across València to discover stories, sounds and real people who are part of the celebration. We worked with professionals who truly live Las Fallas from within, including goldsmiths, hairdressers, dolçaina musicians and ‘bunyol’ makers, to create a genuine story capable of generating a true sense of belonging. We wanted everyone to feel represented, from younger audiences to older generations.
Our solution
The campaign took shape through a main film where visuals, music and voice-over work together as one sensory language. From there, we developed an integrated campaign including digital content, “Diaris de Falles – des de dins”, outdoor advertising and influencer marketing, adapting the concept across multiple formats without losing coherence.
We connected with audiences through an emotional and recognisable perspective. More importantly, many people felt that someone had finally told the story of their celebration the way it deserved to be told.
“Fem Falla 2026” strengthened the bond between Cervezas Turia and Las Fallas through a contemporary approach that remained deeply respectful of tradition, expanding the campaign’s reach across all channels while reinforcing the brand’s cultural positioning in València.
