This teaser campaign attracted the attention of all citizens, generated a buzz on social networks, and also garnered some earned media as it was even talked about through mainstream media outlets, which just bought even more attention to the provocative posters.
The mystery was resolved with a second campaign through banners, posters for the metro, MUPIS, and a bus that went through the streets of Madrid, where it was revealed that Juan Carrasco (Javier Cámara) is none other than the protagonist of the series ‘Vota Juan’, created by Diego San José (Eight Basque surnames) and Juan Cavestany (Shame), which featured 8 episodes in its first season.
After a study on political posters in Spain since the 1980s, we see that in the vast majority of cases, posters end up being vandalized or changed. As such, it was decided to change the posters of the politician Juan Carrasco, who is already presented to the public and unveiled the mystery of the campaign.
The color chosen for the posters needed to avoid being associated with any political party, so the most obvious colors were discarded, and the logo had to convey a feeling of being “home-made”, not made by professionals, to go in accordance with the series themes.
It was in this phase, when the campaign was made visible with a bus, campaign posters and the face of Juan Carrasco was revealed in all networks, which until then was hidden.