VIVE CIUDAD REAL

Brand Strategy and project lead for the branding of the Low Emissions Zone in the city of Ciudad Real, Spain.

Objective: to communicate to citizens with credibility and clarity the need and benefits of the implementation of the Low Emission Zone in Ciudad Real.
Problematic: two main problems were found: 1. The generalized lack of knowledge of the citizenship in relation to the implications of the LEZ. The reluctance to change certain ingrained habits of the population involving the use of the car in certain areas of the city.
Challenge: to be able to educate, inform and inspire citizens to optimistically adopt a measure that involves changing routines for some of them.
Strategy: create a branding that highlights the final benefits of implementing the Low Emissions Zone in the city, using an educational but simple and optimistic tone of voice, where all the groups involved feel part of this change for a better future for the city: "VIVE CIUDAD REAL.
Streets full of life"