Casa Batlló’s “Drac & Roses” Campaign wins the Impact Prize of the Association of Publicists of Catalonia
The campaign held in Sant Jordi 2017 is the first prize in the Social Impact category
The Association of Publicists and Public Relations of Catalonia (Col.legi de Publicitaris i Relacions Publiques de Catalunya) has awarded the 2017 Impact Prize in the social category to the “Drac & Roses” campaign of Casa Batlló, recognising it as the best social communication campaign of the year.
The Impact Prizes, created to acknowledge the most outstanding communication actions due to their public impact and ability to influence the communication sector, start with a preselection phase conducted by the members of the Professional Association and end with popular voting.
Casa Batlló competed for this prestigious award against two other initiatives: Oxfam’s Trailwalker race and Catalunya Experience’s social network campaign, and came out on top as winner last Wednesday thanks to user votes.
From 21 to 23 April, Casa Batlló was dressed in roses to celebrate Saint George, as Gaudi’s modernist masterpiece is the living legend of Saint George in the city of Barcelona. The dragon on the roof, the spear Saint George used to pierce the dragon’s spine, and the blood that spilled were brought to life by the roses on the facade and the constant shower of petals in the inner courtyard. During the campaign, Casa Batlló joined forces with the Blood and Tissue Bank (Banc de Sang i Teixits) of Catalonia’s Government for the sake of a greater cause: blood donation. The campaign was a total success and over three days a total of 428 blood donors visited the Blood and Tissue Bank’s mobile unit set up on Carrer d’Aragó & Passeig de Gràcia.
The award ceremony held last Wednesday (19 July) as part of the Association of Publicist’s summer party, was attended by figures from the world of the advertising and some members of the nominated teams.
Casa Batlló is extremely grateful for all of the support that enabled us to participate in this competition and wishes to thank everyone who gave us their vote. Congratulations also to the other prize winners!