Shit happens in every city

Agency: Leo Burnett Madrid


CityMe, the app that provides virtual and audible guides in different cities, has entrusted creative agency Leo Burnett with the creation of its launch advertising campaign, entitled "Shit happens in every city".

The campaign aims to encourage all those who had a bad experience in a city to rediscover and reconcile with it through CityMe. This app, founded by Guido Schinocca and Enoc Armengol together with a team from the media group VICE, makes you experience places differently through its virtual, audible, expert, and local guides, who narrate to the user, in audio format and through geolocation, everything relevant that happens around them as they walk through a city.

The short film, directed by filmmaker Imanol Ruiz de Lara and produced by Antiestático, narrates in three acts a couple's visit to Madrid, interrupted by the storm Filomena, and reflects how the particular circumstances of a trip can change the concept of that place. The protagonists, through this app, manage to reconcile with the city years later, closing with the campaign's final idea "No city should let you down". The piece is made in artistic code, to convey the tone of the content and usability of CityMe.

The campaign also invites people to share a bad travel experience in the app's reviews in exchange for a code to activate a city's Premium format for free.

This professional campaign titled 'Shit happens in every city' was published in Spain in April, 2023. It was created for the brand: CityMe, by ad agency: Leo Burnett Madrid. This Film medium campaign is related to the Electronic Devices and Travel and Tourism industries and contains 1 media asset. It was submitted about 1 year ago.


Client: CityMe
Agency: Leo Burnett Madrid
Account Director: Eva Galan
Creative Team: Gastón Guetmonovitch, Dani Saenz, Juan Frías, Albert Rius Antiga, Henrique Leite & Daniel Marco
Client Manager: Guido Schinocca, Enoc Armengol
Production company: Antiestático
Director: Imanol Ruiz de Lara
Production: Matías Dumont, Matías Aisen, Santi García
Music: Diego Jacobina
Sound Design: Beat Music Madrid
Postproduction: La Zapatilla Roja


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