Welcome Magic – Barcelona City Council's Christmas Campaign

The Barcelona City Council's Christmas campaign is inspired on the traditional greeting cards from professions and trades, that were very popular in the mid-19th century.

We seized the opportunity to have the whole city as our playground, so we created a multi-format narrative project so the citizens would slowly discover piece by piece, and by that way, they would come across 10 fictional magic Xmas characters we created through collectable greeting cards, poems, merchandising, outdoor campaign, activities and city shows. "Welcome Magic" is a tribute to traditions, to the unknown, to invisible professions, collectables and literature... Revealing some mysteries, in order to generate new ones.

Despite that children are the main target, the campaign winks the older generations by remembering Christmas cards with reinterpretations of old characters like the "night watchman".

Creative Direction, Narrative & Illustrations: Olga Capdevila