Mentes en sintonía: the urban art of tuning into yourself.
A campaign that breaks away from the cold, clinical look of mental health communication and bets on Urban doodle: photography of iconic urban settings fused with colourful illustrations, musical notes and organic strokes.
01 / 08
Emotional wellbeing sector
Urban doodle campaign · Connecting with younger generations
The starting
point
Emotional wellbeing doesn't have to speak in a clinical tone.
· The challenge
Mental health communication tends to default to the same cold, distant look — the exact opposite of what it takes to connect with younger generations. The challenge was to speak their visual language: digital graffiti, street art and the pop culture of social feeds. And to do it without watering down the depth of the message.
· How we tackled it
We defined a style that fuses photography of Barcelona's most iconic settings with layered illustrations: animated characters, musical notes and organic strokes of colour. Each piece captures a real moment of connection — meditating, journaling, dancing, laughing with friends — in locations everyone recognizes. And the same language is ready to travel to festivals, streetwear, apps and cultural tourism.
Emotional wellbeing stops being a taboo and becomes something visual, dynamic and approachable.
From the style to the street.
First the language of the urban scribble, then the locations everyone recognizes, and finally the full set of illustrations.
Milestone 1
Exploring the Urban Doodle concept
Milestone 2
Defining the colour palette
Milestone 3
Illustrating the pieces
Milestone 4
Producing the video pieces
Milestone 5
Rolling out the campaign across channels: websites, social media, email marketing...
Barcelona, doodled and in motion.
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