Bany Segur 2026 Campaign

For the Generalitat de Catalunya, Departament d’Interior i Seguretat Pública, we created Bany Segur 2026, a public awareness campaign addressing risky behaviours when swimming at beaches, swimming pools and lakes.

Built around the concept “In the water, we’re a team”, the campaign starts from a simple idea: when we go into the water, we are never alone. The people around us can help us spot a dangerous situation, act when there is a risk or raise the alarm when something goes wrong. Safety is therefore also a shared responsibility.

To turn this idea into a relatable and easily recognisable language, we conceived the campaign as a fictional sports team. A team that everyone is part of, regardless of age, where they swim or whether they are alone, with friends or with family. A way of conveying that, in the water, we all play for the same team.

The visual universe draws on the codes of sports teams. Through the creation of the Bany Segur team crest, these codes are translated into T-shirts, caps, whistles, fans and a series of characters that bring the team to life. A graphic and communication system designed to be recognisable, while remaining flexible enough to adapt to different audiences and swimming situations.

The characters are the protagonists of a collection of collectible cards that works as an awareness-raising tool. Each one represents a situation or piece of advice related to water safety, making the messages more relatable, direct and easy to remember. The language of the cards also helps the campaign reach different generations and turn safety advice into a more engaging experience.

The campaign is rolled out across different formats and channels, from posters and outdoor advertising to digital pieces, banners and physical materials, extending the team’s universe through objects and merchandising.

The campaign is completed by a second message, “This summer, we all win”, reinforcing its collective spirit. Because in the water there are no rivals and no competition: if everyone plays as a team, everyone wins.