Agency Network: 
December 2016


‘Monologueando’ is a social campaign in which we built bridges between the online and offline worlds. This was done within the strategic framework that we have defined since our inception as Fandomaking: in which we design frameworks for action with the goal that fans of a brand help us create the project itself. A philosophy and a way of work that we sum up with one phrase: “We don’t want to sell the bike to anyone, what we seek is their help to build it.”

Based on the naming of the brand itself, this project began with a simple question: would it be possible to write a book between many people? For example, with 150 different authors?

In order to answer it, we started a campaign on Twitter (the perfect platform for monologues) in which, through hashtag #monologueando, fans of the brand have share with us their particular view of the world: their ideas, their thoughts, their creativity and everything that makes them different from everyone else.

Among the thousands of proposals received, 150 were selected to be typeset in colourful quotes. A use of colour and art direction that has become one of the brand’s hallmarks.

With these 150 quotes, we designed a book, published in June 2016, and created an online platform for its viewing, through which users can also download a digital edition of the book using the ‘Pay with a tweet ‘ method.

Converting tweets from fans to pages of a physical book was nothing more than a logical consequence of a much simpler approach: listen carefully to what the fans of the brand want to tell us. This is an idea that we decided to take a step further, designing the labels of a special edition of Monólogo with three of the selected tweets, bringing the voice of the fans to the bottles themselves.

Digital advertisement created by THIS is UMAMI, Spain for Monólogo, within the category: Alcoholic Drinks.

Advertising Agency: THIS is UMAMI, Barcelona, Spain
Creative Directors: Maider Mendaza, Adrià Rosell
Art Director / Photography: Maider Mendaza
Copywriter: Adrià Rosell
Designers: Maider Mendaza, Anna Subirós, Ivette Pérez
2D Animation: Wyz Borrero
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