Grup Transversal has carried out a new communication campaign to reinforce the projection of this emblematic building on Passeig de Gràcia. With the name Top Gaudí New Experience, this campaign is based on an evolution of the conceptual positioning of La Pedrera as a masterpiece of nature and as the pinnacle of Antoni Gaudí civil architectural designs, highlighting the values that make the La Pedrera unique compared with the rest of this great architect's work.
The campaign aims to highlight the experiential aspects of the visit: nature, sleeping at the start, is awakened by the visitors. The house then comes to life, with the inspirational elements that can be found in the house emerging in all their splendour.
This experiential positioning has been further reinforced with the creation of the Virtual Experience, located on the mezzanine floor of La Pedrera. This experience uses augmented reality and immersive resources and has become the focus of a specific promotional sub-campaign.
The campaign has been developed using 3D animation resources incorporated within the films shown at La Pedrera with extras, consequently involving significant post-production work.