Bebo

Voll-Damm
&Rosàs - 2013

As every year, Voll-Damm sponsored the Barcelona Jazz Festival. Time, as so often, was short. The question, then, was how to link the brand’s strategy with the Festival in such a short time window.

The approach was to focus on the musician being honoured in that year’s festival: Bebo Valdés. The idea was to draw a parallel between his life story and the brand’s Double or Nothing attitude. Revisiting all the hardships he faced led to a simple truth: nothing is harder than not living the life you truly want.

The proposal used intervened black-and-white archive images, in line with the Festival’s visual identity, responding to an urgent brief with a swift visual solution where copy carried the weight of communication. An exercise that would later be replicated, connecting the brand with other major jazz personalities.

“When you truly know what you want, it doesn’t matter if you have to leave behind your country, your family, or your life. It doesn’t matter if no one listens for 30 years. If you are too old, if your hands are heavy, if your voice fades or your memory betrays you but you keep playing. It doesn’t matter. When you truly know what you want, nothing is as hard as not living it.”