The third campaign we created for Caldea is not exactly a campaign. It was a collaboration with Julieta, one of the most interesting voices in new Catalan pop, to shoot a music video among thermal lagoons, saunas, and iconic architecture.

When a brand whose concept is “flow” meets an artist who literally immerses herself in everything she does, you don’t need a very specific brief. You need to step back and let things happen.

The result was “Cent per cent“, a single that speaks of living with intensity, of connecting with one’s own nature, of feeling every moment to the fullest. A message that could have been the campaign brief. Except it wasn’t. Julieta had complete freedom to create, compose, and express herself. And what her song says ended up being exactly what the brand needed to say.

The campaign went beyond screens. We fragmented the lyrics of “Cent per cent” across eleven billboards distributed throughout Andorra’s territory. An entire country was able to sing along with Julieta through a different, unexpected graphic campaign full of meaning.

For Caldea, this collaboration represented a decisive step in the repositioning: transcending the product itself, connecting with new audiences, and doing so through the most universal language that exists: music. Without forcing anything. Flowing.