Somos lo que cocinamos

After establishing its new positioning as “the country’s favourite oil,” Carbonell needed to keep building on that while amplifying and enriching its narrative. This time, the challenge was to give it a social and educational role through the lens of everyday home cooking.

To achieve this, Nacho Ginestra and his team framed the campaign by comparing universal values—love, justice, solidarity, and more—to everyday moments in the kitchen, showing that when we cook at home, we are also teaching.

In this campaign I only joined at the very end, for the final execution of the TV piece. But it is a project that means a great deal to me, for all the time shared with Nacho and for the story behind it. These are the reasons I wanted it to be present, in some way, on this site and in this selection of work from recent years.