Leo Burnett Spain and the App CityMe launch their campaign

Maggie Hanson All News, Creativity, Digital & Media

CityMe, the app that provides virtual and audible guides in different cities, has entrusted creative agency Leo Burnett with the creation of its launch advertising campaign, entitled “Shit happens in every city”.

The campaign aims to encourage all those who had a bad experience in a city to rediscover and reconcile with it through CityMe. This app, founded by Guido Schinocca and Enoc Armengol together with a team from the media group VICE, makes you experience places differently through its virtual, audible, expert, and local guides, who narrate to the user, in audio format and through geolocation, everything relevant that happens around them as they walk through a city.

The short film, directed by filmmaker Imanol Ruiz de Lara and produced by Antiestático, narrates in three acts a couple’s visit to Madrid, interrupted by the storm Filomena, and reflects how the particular circumstances of a trip can change the concept of that place. The protagonists, through this app, manage to reconcile with the city years later, closing with the campaign’s final idea “No city should let you down”. The piece is made in artistic code, to convey the tone of the content and usability of CityMe.

The campaign also invites people to share a bad travel experience in the app’s reviews in exchange for a code to activate a city’s Premium format for free.

Gastón Guetmonovitch, Chief Creative Officer of Leo Burnett Madrid, notes that “with this campaign, we wanted to reflect the vision of the urban tourism offered by CityMe, a reality that does not start from the typical idyllic and almost unreal images we are used to but assumes that there are negative experiences and wants to help users rediscover the incredible aspects that a city can offer“.

In the words of Guido Schinocca, Founder & CEO of CityMe: “There is no city that doesn’t have something interesting to show you, and that’s what CityMe’s virtual and audible guides do. This app was born from a very latent need in the market: the lack of digitization and audio-smart urban content. From the beginning, we have focused on doing things differently, and this campaign is a true reflection of that“.

The artistic language of the video encourages immersion in the story and identification with the characters, while at the same time reflecting CityMe’s unique offer of tourism and urban audio smart content. There is no city that doesn’t have something interesting to tell and offer, and this is reflected in this campaign developed by Leo Burnett.

  • Client: CityMe
  • Agency: Leo Burnett Madrid
  • Account Director: Eva Galan
  • Creative Team: Gastón Guetmonovitch, Dani Saenz, Juan Frías, Albert Rius Antiga, Henrique Leite & Daniel Marco
  • Client Manager: Guido Schinocca, Enoc Armengol
  • Production company: Antiestático
  • Director: Imanol Ruiz de Lara
  • Production: Matías Dumont, Matías Aisen, Santi García
  • Music: Diego Jacobina
  • Sound Design: Beat Music Madrid
  • Postproduction: La Zapatilla Roja

At Leo Burnett, one of the most awarded Spanish creative agencies, we know that creativity has the power to transform human behaviour, it is the core belief of what we call HumanKind, and it is about people and purpose. We base our strength on the professionalism of our teams, who combine strategic rigor, a multidisciplinary approach and high doses of creativity to provide unique and customized value propositions that meet our clients’ expectations. We aspire to be the best creators of ideas that really move people. Leo Burnett Madrid is part of one of the largest creative agency networks in the world, with offices in more than 96 countries and is part of Publicis Groupe

CityMe is a mobile platform that through its App (CityMe) provides virtual, audible, expert and native guides in different cities, which narrate to the user, in audio format and through geolocation, everything relevant that happens around them while walking through a city.