{"id":3004,"date":"2026-04-21T17:49:04","date_gmt":"2026-04-21T15:49:04","guid":{"rendered":"https:\/\/somosusted.com\/?post_type=project&#038;p=3004"},"modified":"2026-04-21T17:49:05","modified_gmt":"2026-04-21T15:49:05","slug":"caldea-4","status":"publish","type":"project","link":"https:\/\/somosusted.com\/ca\/project\/caldea-4\/","title":{"rendered":"Caldea"},"content":{"rendered":"\n<p><em>Caldea<\/em> va obrir les seves portes el 1994. Un centre termal amb capacitat per a m\u00e9s de 2.600 persones al dia i una de les marques m\u00e9s reconeixibles d&#8217;Andorra. Durant 30 anys, aix\u00f2 va ser suficient. Per\u00f2 <em>Caldea<\/em> necessitava canviar.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"1920\" height=\"1080\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01.jpg\" alt=\"\" class=\"wp-image-2805\" srcset=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01.jpg 1920w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01-1280x720.jpg 1280w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01-768x432.jpg 768w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-01-1536x864.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p>El concepte de benestar s&#8217;havia sofisticat, les audi\u00e8ncies joves buscaven experi\u00e8ncies i no serveis, i la marca s&#8217;havia quedat estancada en el passat. El primer pas va ser invertir temps en un treball exclusivament estrat\u00e8gic, que vam realitzar conjuntament amb els nostres companys de <em>Mucho<\/em>. Abans de pensar una sola pe\u00e7a de comunicaci\u00f3, necessit\u00e0vem redefinir qu\u00e8 era <em>Caldea<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" width=\"1920\" height=\"1080\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02.jpg\" alt=\"\" class=\"wp-image-2811\" srcset=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02.jpg 1920w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02-1280x720.jpg 1280w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02-768x432.jpg 768w, https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-02-1536x864.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p>La resposta: un temple de bona vida, en el sentit m\u00e9s ampli de l&#8217;expressi\u00f3. Un lloc on plaer i salut conviuen i es barregen fins a confondre&#8217;s. Un espai per reconnectar, individualment, en parella o en fam\u00edlia. M\u00e9s que un centre termal, una filosofia de vida amb epicentre a Andorra.<\/p>\n\n\n<div class=\"html\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/1179506728?h=f18e89cf7d&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Caldea - Fluye\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n<p>D&#8217;aquesta estrat\u00e8gia va n\u00e9ixer &#8220;Flueix&#8221;. Un concepte que parteix de l&#8217;aigua per\u00f2 que va molt m\u00e9s enll\u00e0. Fluir \u00e9s un acte de rebel\u00b7li\u00f3 soft: rebutjar tot all\u00f2 que va contra el propi instint. Ni obligacions, ni normes, ni impostures. No pensar. Deixar-se portar, sense esfor\u00e7, cap a all\u00f2 que el cos demana. Passar d&#8217;un estat a un altre amb absoluta naturalitat. Ser radicalment lliure.<\/p>\n\n\n\n<div id=\"gallery-block_114c9771a9dd7d396f8ee4b899fd7cd1\" class=\"gallery-block w-full\">\n\n    \n\n\t\t<div class=\"cursor-carousel relative\">\n\t\t\t\n\t\t\t\t<div class=\"carousel \">\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-03.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-04.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-05.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-06.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"xl:hidden h-8 flex items-center justify-center text-center whitespace-no-wrap pt-3\">\n\t\t\t\t\t<span class=\"image-indicator title-5\"><\/span>\n\t\t\t\t<\/div>\n\n\n\n\t\t\t\t<div class=\"absolute cursor-left hidden\"><\/div>\n\t\t\t\t<div class=\"absolute cursor-right hidden\"><\/div>\n\n\t\t<\/div>\n\n\t  \n\n<\/div>\n\n\n\n\n<p>Un concepte que transcendeix <em>Caldea<\/em> per connectar amb la vida quotidiana de les persones. Perqu\u00e8 fluir no \u00e9s una cosa que fas nom\u00e9s dins d&#8217;una llacuna termal. \u00c9s una manera d&#8217;estar al m\u00f3n.<\/p>\n\n\n\n<div id=\"gallery-block_e2121eba31ddf62d1b9bad653486ce57\" class=\"gallery-block w-full\">\n\n    \n\n\t\t<div class=\"cursor-carousel relative\">\n\t\t\t\n\t\t\t\t<div class=\"carousel \">\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-07.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-14.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-12.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-13.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-08.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-10.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-11.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2026\/04\/usted-caldea-project-09.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"xl:hidden h-8 flex items-center justify-center text-center whitespace-no-wrap pt-3\">\n\t\t\t\t\t<span class=\"image-indicator title-5\"><\/span>\n\t\t\t\t<\/div>\n\n\n\n\t\t\t\t<div class=\"absolute cursor-left hidden\"><\/div>\n\t\t\t\t<div class=\"absolute cursor-right hidden\"><\/div>\n\n\t\t<\/div>\n\n\t  \n\n<\/div>\n\n\n\n\n<p>El concepte va venir acompanyat d&#8217;un nou to de veu que va ordenar i va donar personalitat a totes les comunicacions de la marca, facilitant el treball de tots els seus partners de comunicaci\u00f3. Tamb\u00e9 es va renovar completament l&#8217;arxiu fotogr\u00e0fic amb una nova direcci\u00f3 d&#8217;art. Descobreix <a href=\"https:\/\/wearemucho.com\/work\/caldea\" target=\"_blank\" rel=\"noreferrer noopener\"><em>aqu\u00ed<\/em><\/a> el projecte d&#8217;identitat visual.<\/p>\n\n\n<div class=\"html\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/1179516472?h=1f3ab8843c&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Caldea - Invierno\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n<p><em>Caldea<\/em> deixava de semblar un spa per comen\u00e7ar a ser un lloc amb m\u00e0gia.<\/p>\n\n\n<div class=\"html\">\n<div style=\"padding:68.61% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/1179519888?h=e91020a3bd&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"Caldea - Julieta - ES\"><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n<p>Dos anys de treball. Tres campanyes. Un concepte coherent. I aix\u00f2 no ha acabat. En aquest temps hem demostrat que una marca amb 30 anys d&#8217;hist\u00f2ria pot canviar sense tra\u00efr-se. Que l&#8217;aspiracionalitat no est\u00e0 renya amb l&#8217;autenticitat. I que, quan trobes el concepte correcte, tot all\u00f2 que ve despr\u00e9s <em>flueix<\/em>.<\/p>\n","protected":false},"featured_media":2860,"menu_order":0,"template":"","project_type":[21,23,24,27],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Caldea | Usted<\/title>\n<meta name=\"description\" content=\"Reposicionamiento de marca a trav\u00e9s del concepto &quot;Flueix&quot; y campa\u00f1as de pulicidad con spots para TV exterior de gran formato y digital\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/somosusted.com\/ca\/project\/caldea-4\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caldea | Usted\" \/>\n<meta property=\"og:description\" content=\"Reposicionamiento 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