#MadrizEsConZ

Generation Z is a generation of doers. They are highly qualified, with leadership and attitude, but following the pandemic, we noticed that they were living in a difficult social context. They were being unjustly tagged as irresponsible and immature.

So, we decided to empower them, giving them a sounding board to advocate for themselves, giving visibility to the talent and ideas of a generation that was now moving Madrid. Because we decided it would be them, and not the brand, who would take center stage in a campaign built from the foundation of their own words.

To claim the impact of Generation Z, we started from a universal Madrilenian truth: in the capital, Madrid is pronounced with a “z” at the end: “Madriz”. This is where the “#MadridEsConZ (Madrid is with a Z)” concept arose from – a play on words that allowed us to tell people that Gen Z are changing the city, and one that also brings with it the informal and friendly tone needed by a campaign made by Madrid’s young people for Madrid’s young people.

We selected relevant influencers to talk about their lives through a positive and assertive message. To show, and not just say, that Madrid is – and will always be – with Z.