Codorn\u00edu, like the other major cava brands, had long been confined to a perfume-like world\u2014superficial and glossy\u2014where 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.<\/p>\n\n
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).<\/p>\n\n
In the first launch piece, we told\u2014through a theatrical and metaphorical lens\u2014the 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\u2019s quality and the brand\u2019s perception.<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"origen":[21],"class_list":["post-3404","proyecto","type-proyecto","status-publish","hentry","origen-archivo"],"acf":[],"yoast_head":"\n