Fuente Primavera

The water that lights the Fallas

Agency: Agencia Estimado


In order to establish a link with the Valencian land and reinforce its positioning as an innovative brand, "Fuente Primavera" made history by lighting a fault with water.

01. The challenge

"Fuente Primavera" wanted to reinforce its positioning as an innovative, creative brand with a strong link to its land. An action that would help them get closer to the Valencian people and position themselves as the mineral water that is committed to their culture and novelty.
The "Fallas" were approaching, and what better time than this local festival to make history. The challenge? To light, for the first time, a "falla" with water and not with fire.
To do so, we contacted the Department of Inorganic Chemistry of the University of Valencia, where we met its Director, Dr. Francisco Romero, who was in charge of making our mission a reality.

02. Strategy and idea

And so The water that lights the Fallas ("El agua que enciende las fallas") was born. This creative concept took shape when the "Fallas Regne de València-Duc de Calàbria" and the "Falla Santa Cruz de Tenerife" told us that they dared with the experiment. Becoming history.
In order to carry out the idea, different actions were carried out throughout the "Fallas" festival.

1. Media and PR plan. We worked on a great media plan with the aim of giving visibility to the campaign in which we carried out:
- Facebook and Instagram ad campaigns.
- Radio spots on Kiss FM.
- Content in all the brand's social media channels.

2. Mupis circuit in the city of Valencia.

3. Collaboration with influencers in RRSS

4. The great lighting of "Las Fallas"

The lighting took place in the special section "Falla Regne de València-Duc de Calàbria" and the "Falla Santa Cruz de Tenerife" in front of hundreds of people. In addition, it was broadcast live on social networks for all those who could not attend.
During the event, the "fallera mayor" of each of the fallas had the honor of lighting, with just a few drops of "Fuente Primavera" mineral water, the wick that set the monument on fire.

03. Execution

News, hundreds of messages, posts and comments from visitors and "falleros" flooded the main media for days. An innovative proposal that continues to position “Fuente Primavera” as a fun, original, creative and different mineral water brand in a category traditionally linked to more serious and formal values such as purity and wellness.

This professional campaign titled 'The water that lights the Fallas' was published in Spain in June, 2024. It was created for the brand: Fuente Primavera, by ad agency: Agencia Estimado. This 360° medium campaign is related to the Public Interest and Soft Drinks industries and contains 5 media assets. It was submitted about 1 month ago by Agencia Estimado of Estimado.


Agency: Estimado
Account Director: Rosa San Ramón
Design: Mariola Villena
Creative Direction and Copywriting: Antonio Navarro
Client Contact: Cristina Díaz
Production Company: Contraplà


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.