"I like it, I'll pay for it" campaign

Final Master's project for LABASAD in editorial and advertising illustration.

This is a fictional advertising campaign for the Spanish Ministry of Culture. The campaign aims to appeal to a 16-30 age group, encouraging them to access and consume cultural content safely and legally. It is, therefore, a campaign in favor of culture, not against piracy. A friendly, fun, and fresh tone is used to reach the target audience. Hands become the protagonists, performing everyday actions (turning the pages of a book, picking up the TV remote, etc.) to remind us that we are all part of culture. They also display welcoming gestures, such as fist bumps or handshakes, indicating to the viewer that paying for culture makes them part of an ever-growing community.