Service · Campaigns
Communication and advertising campaigns
A clear idea that can live in many places.
At Mariona Agency we develop campaigns that connect a communication goal with a creative idea and its applications. From Barcelona, we work on strategy, messaging, art direction and content production. Each piece is adapted to its channel and to the moment people come across it, while keeping a line of argument that is recognisably the brand’s.
Knowing what we want communication to change
A campaign can introduce something new, explain a proposition, reinforce a perception or support a sales initiative. Defining that goal makes it possible to choose the message and judge which formats make sense. The number of pieces comes later.
We study the audience, the context and the materials available to build a concept that can carry the whole campaign. The idea has to be strong in a lead piece and keep working in small formats, sequences and adaptations. We test that during development, with real content and real proportions.
How we think about campaigns
A campaign loses strength when every piece says something different.
We start from one clear idea and adapt it to each channel without diluting it.
The same idea, different in every place and recognisable in all of them.
Animation: unrelated pieces in different formats receive a single idea, shown in orange, which each format expresses in its own way.
Clear Flow and Human First
A clear campaign starts with a single sentence: what we want to change, and in whom. Once that is defined, each piece knows what it has to say, and the whole makes sense even when it is seen in parts.
People never see a campaign in its entirety: they come across one piece in the street, another on their phone, another on a screen. We design each encounter so it makes sense on its own.
What we develop in a campaign
Approach and creative concept
We pin down the objective, the argument and the idea that expresses it. We define what the audience needs to understand and how the campaign will relate to the brand’s positioning.
Messaging and art direction
We build the verbal and visual language. Headlines, images, typography and composition work together so the campaign has personality and reads clearly.
Producing the pieces
We develop the agreed materials, from graphic design to photography or audiovisual content. We plan their production as a whole, to keep them consistent and make the most of the resources involved.
Channel adaptations
We adjust hierarchy, framing, length and calls to action to suit each medium. An adaptation has to respect how the channel is actually used, not just its technical dimensions.
Holding on to one idea without repeating the same piece
A campaign can unfold in phases and answer different questions. A first piece opens the subject; another explains; a third makes a specific action easier. We organise that relationship so the messages complement one another. Evaluation criteria are agreed according to the objectives and the data available, without mistaking the delivery of materials for the results of their distribution.
How we build the campaign
Understand
We review the objective, audience, context and channel planning.
Clarify
We define the argument and the concept that will connect the pieces.
Design
We develop the language, the main materials and the adaptations.
Refine
We test clarity, consistency and performance in every medium.
Launch
We deliver the materials, or coordinate their release, depending on the scope.
Case study
Brand communication
Motos Bordoy campaigns
The Motos Bordoy campaigns covered the concept, art direction and graphic pieces for several motorcycle brands. The content was adapted to each channel while keeping the character of each brand, within one coordinated approach to communication.
See the case study: Motos Bordoy campaignsQuestions about campaigns
Can you start from a strategy our team has already defined?
Yes. We review the brief and turn it into a concept and applications. We can also help define the approach when the objective or the message is not yet clear.
Is media buying included?
It is not assumed to be part of the creative development. Media planning, investment and management are defined explicitly, as are the responsibilities for publishing and monitoring.
Can a campaign be developed in phases?
Yes. Defining one idea and a system of applications makes it possible to prioritise materials and expand later. The phases should follow the calendar and the objective, with continuity between messages.
Let’s find the idea your campaign needs
Tell us what you want to communicate and what you hope will happen. We’ll build the concept and the pieces from that objective.
Let’s talk about your campaign