“T’ho compro”, the city's new campaign to promote local commerce
The images, which will be displayed on supports such as banners, social networks and buses, are inspired by the graphic signs of various shops in the city and seek to encourage people to shop locally.
“T’ho compro” (I’ll buy it). This is the idea running through the new campaign to support local commerce in the city, presented by Barcelona City Council. The initiative, launched in collaboration of the city’s trade associations, responds to the municipal commitment to support local commerce which is of paramount importance to the city. The campaign will be launched in two waves: one running till the end of June and another from October.
The new campaign, a proposal from the creative agency Codea, highlights values such as personalised service, proximity, and the unique character of the city’s local commerce to encourage people to shop consciously and locally. With this aim, the campaign appeals to city residents with questions and answers such as: “Shops where you are greeted by your name?” I’ll buy it”, “Everything you need, on your doorstep? I’ll buy it”, “Shops that make Barcelona Barcelona? I’ll buy it”, or “A shop that’s been there all your life? I’ll buy it”, among others. And it features a series of images that are representative of local commerce.
A tribute to local neighbourhood shops
To pay homage to local shops, the campaign combines fonts inspired by the graphic signs of different shops in the city. To do this, an analysis was carried out of the city’s graphic signs, grouping them into different categories.
The images will be displayed on various supports, such as banners, posters, buses, and on social media sites from the middle of this month, which is when this communication campaign is officially launched.
“As well as reiterating the City Council’s support for local commerce, the campaign is also a message for all the city’s residents to focus on the decisions we make when it comes to deciding where to do our shopping. The images and the phrases used in the campaign champion the aspects of local commerce that give Barcelona its identity and help to maintain life in the neighbourhoods”, remarked the councillor for Commerce, Restaurants and Markets, Raquel Gil. “The aim of the campaign is to highlight the unique character of local commerce and to encourage people to shop consciously and locally.
The new campaign takes over from the ‘Comerços amb cara i ulls’ campaign, launched in 2022, also with the aim of promoting local commerce in the city, but with a focus on the professionalism and unique character of local traders and restaurateurs The last edition of this campaign featured the winners of the 2023 edition of the Premi Comerç de Barcelona, who are photographed at work to show the expertise and professionalism of traders in different shops, bars and market stalls.