Dansàneu Festival 2025 campaign
Creative direction: Toormix
Campaign video: Xose Cazes
Campaign editing: Marc Gutiérrez Pons
Campaign and festival photography: Rut Solé
With the aim of strengthening the distinctive character of Dansàneu as a Festival of Pyrenean Cultures, the new campaign was conceived to communicate the festival through a more creative, emotional, and territory-connected visual language. The challenge was to design a bold and recognisable proposal capable of highlighting the landscape and unique locations of the event, while also being adaptable across multiple physical and digital formats — including an audiovisual spot.
The creative concept is built around an evocative, poetic idea: listening to the mountains. This notion stems from the festival’s deep-rooted connection with the land and is brought to life through a series of stage production objects — microphones, speakers, mixing desks — placed in various remote locations in the Pyrenees. These artefacts act as metaphors for a symbolic action: to amplify the voice of the territory, to give it space, and let it speak. Next to each object, there is always a second protagonist: a simple plastic chair, the same used by the festival’s audiences. This dual presence establishes a dialogue between creator and receiver, between artist and spectator, between the landscape and the people.
The campaign is based on these pairings — technical object and chair — photographed in real outdoor locations throughout the Àneu valleys. The diversity of landscapes and villages reinforces the idea of a decentralised and site-specific cultural experience, one of the core values of the festival. Visually, the project was developed across several formats: posters, a postcard collection, street banners, and a video spot featuring music by Alosa, one of this year’s performing groups. The result is a visually powerful, coherent, and versatile campaign that captures the essence of the festival — a rooted, collective, and landscape-connected cultural experience.
