In the subject of Discursive Strategies at the University of Seville, the final work consists of the creation of a complete campaign for an existing brand, and the subsequent linguistic analysis of the same. However, all the creative effort is focused on giving a twist to this relationship that is automatically formed in our minds: Cruzcampo-Andalusia, Andalusia-party.

Based on the 2009 campaign "Made in Andalusia" by Bassat Ogilvy, this reinterpretation of Andalusia seeks to move away from the stereotypical party to find the other side of the south. This Andalusia is much more than abanicos and tapas, it is its most natural and pure part, it is its water; the same water that gives that characteristic flavor to this brand's beer. This is where Cruzcampo's commitment to its geography and environment comes into play, to vindicate the purity of its flavor, the “water of Andalusia”, another source of pride for this land.

The objectives of the campaign were:

• To change the public's vision of Andalusia: introducing in addition to festivities and culture, concepts that revolve around water and environment.
• - Raise awareness of the importance of keeping the water clean.

Water is life, we are 70% water. Cruzcampo beer is a way of enjoying life, it is now the “water of Andalusia”.

Click here to listen the radio slot.

At the beginning of the pandemic, back in March 2019, when the professors did not yet know that the initial two weeks of confinement would last for months, in one of the courses at the University of Seville we were asked to create a video. There were not many instructions, only that it had to stick to the COVID-19 theme: it could be a video blog, an activity for children -a long etcetera- or a corporate video of any company or institution. I opted for the last one.

"The Real Challenge" is a video campaign for the Instagram application. When boredom just started to become latent, thousands of people found entertainment on social networks, participating in viral challenges that kept their minds distracted for a few hours. The video I present here was made in my backyard with the collaboration and effort of my two flatmates -thanks Carmen and Juan. The official version that Instagram would present as an ad in stories or posts would be made up of fragments of challenges from different users of the social network. The name of the campaign, as the claim at the end explains, alludes to all the viral challenges and puts the focus on the biggest challenge of all: staying at home.

As a second year student in Segovia, in the Corporate Culture and Identity course we had to create a corporate identity manual for a brand that was also invented by us; which meant two challenges. After much pondering, my dupla and I came up with the perfect product: emergency kits for small emergencies. And so “Kit It” was born. Celteiro, my partner, was in charge of all the design and I wrote the manual. I only hope that the person who is going to read it knows Spanish to be able to appreciate it.

Here is the result.

One of the biggest works of analysis and data collection that I did during my degree, apart from the TFG, was on the Grey agency for the course of Structure of the Advertising System, also in Segovia. By lottery, we had the chance to investigate this company in depth during the whole semester. I'm again sorry for it being in Spanish.

Click here to access the work.

During the quarantine the “Operación Triunfo” initiative #quedotencasa arose after the cancellation of the program. In my student apartment in Seville we were fans of the program, especially Menchu, who sings like angels. So we decided to record a video, this time for leisure, to upload it to social networks and get her on TV. Too bad we uploaded it the day that participations were closed, otherwise I'm sure we would have won with this video clip. Even so, in a few hours we managed to get hundreds of views on Youtube and retweets on Carmen's account.

For another Corporate Culture and Identity course at the University of Seville, we had to create an intranet for a company. Well, more than create, let's say propose. We chose COVAP, a very famous agricultural cooperative in Andalusia and I developed this intranet, a bit basic but quite complete.

Click aquí to access the intranet.