Creative concept

The launch campaign for BAILA COMO PUEDAS takes its inspiration from the lyrics of the song PHYSICAL, by DUAL LIPA, which will be the theme for the opening of the programme.

This is the origin of ¡VAMOS!, a claim that is an invitation to the viewer, a call for a personal challenge, a shout of encouragement, and also an iconic gesture.

The structure of the campaign consists of three phases:

PHASE 1.
Bumpers

To kick off the campaign we created a series of very short, simple and direct pieces. Their aim is to create a direct association between TVE and dance. Appropriating the genre, discovering the brand and showing the tone are its main attributes.

PHASE 2.
The  brand

In a second phase, we showcased the visual identity of the programme for the first time, presenting our logo for the first time. We take the opportunity to initiate the link with our theme song. From this point on, our song will accompany us in crescendo until its final explosion at the beginning of the programme.

A dynamic and versatile brand

We design a logo looking for simplicity in the shapes and richness and variety in the finishes. As in dance and music, there are infinite styles, our brand is filled with the visual references of each of them and expresses them visually and aesthetically.