Vivir para celebrar

Codorníu, like the other major cava brands, had long been confined to a perfume-like world—superficial and glossy—where celebration was reduced to nothing more than a festive gesture. An iconic brand which, on top of this, had sidelined its origins and its modernist heritage.

The strategy was to give attitude and meaning to the idea of celebration: the pursuit of a life worth celebrating. In this way, celebration was infused with significance, reclaiming depth in a communication territory that was usually empty. The resulting claim was: Vivir para Celebrar (Live to Celebrate).

In the first launch piece, we told—through a theatrical and metaphorical lens—the steps an actress must take to achieve what she strives for, within a universe rich in modernist allusions. Here, art became another way of elevating both the product’s quality and the brand’s perception.