Campanya de comunicación on/off SAGA, Saló del Gaming
SAGA, the Catalan-language gaming fair organised by Plataforma per la Llengua, is a unique meeting point for players, creators and professionals from the videogame sector. For the SAGA 2025 edition, we managed its communication campaign, defining an original creative concept and a visual identity full of energy and personality.
To build the narrative of this edition, we created a concept that captures the essence of the fair: self-improvement, community and gamer spirit. In the world of videogames, “unlocking” means taking on a challenge and activating your power to progress and open new possibilities.
This gave rise to “Desbloqueja el següent nivell” (“Unlock the Next Level”), a claim that invites you to bring out your full potential, challenge yourself, and take a step forward both inside and outside the gaming world.
The guiding thread of the campaign is the three main characters, each inspired by a different playstyle so that everyone can identify with them: Marc (The Tank), Sara (The Mind) and Àlex (The Lightning).
We created each character’s personality, backstory and battle lines, using the verbal universe of gaming at all times to strengthen SAGA’s main objective: promoting the use of Catalan within the world of videogames.
The visual identity
The creative concept translates into a dynamic visual identity adaptable to different formats. The system includes an attractive colour palette, visual effects that transport us to the digital world, and shapes reminiscent of videogame interfaces, creating a visual language that is distinctive and recognisable.
To generate maximum impact, the campaign was deployed across several locations in Barcelona, on large-format billboards, banners, posters, advertising panels in metro stations, and more.
In the digital space, it extended to banners, newsletters, social media headers and templates, as well as audiovisual pieces for Meta and TikTok campaigns.
Credits
Client
Plataforma per la llengua
Team
Account manager: Minerva López
Art direction: Miguel Sueiro
Graphic design: Sílvia Arenas
Animation: Carlos Rivera
Creative concept: Sílvia Arenas, Lidia Palmer
Copywriting: Lidia Palmer
Content: Marc Codina
Partners
Photography: Ferran Castrillo
Models: Marta Xiulan, Darko Iglesias, Nico Muscolo
