When I was studying abroad in Barcelona, we were tasked with turning Spaniards view of McDonalds on its head. We interviewed students at a university in Barcelona, and they confirmed that McDonalds is too americanized and fast-food did not appeal to them. What did? A late night tapas spot that could satisfy their cravings after a night on the town. I handled art direction and created the advertisements you will see in this presentation. We developed OOH ads, instagram ads, and an event focused on bringing friends together.