Gipuzkoa Passport

When the pandemic hit the world in 2020, tourism was one of the most affected sectors. We had to set aside the planned campaign and innovate with a new idea. Fortunately, Gipuzkoa is a territory with great tourist resources, and it was the perfect time for locals to discover them. We all know that sometimes we travel to the other side of the world but don’t know the village next door.

That’s how we created the Gipuzkoa Passport, a guide to enjoy the summer of 2020 in the region. A list of the 50 most iconic places to check off as they are visited, a travel journal, and even a space for our favorite spots to stamp their seal. It became a collectible item, and the 15,000 units were gone in just one week. The Gipuzkoa Passport had everything needed to turn such a delicate moment into an unforgettable summer.

Client: Gipuzkoa Provincial Council.
Creative direction: Beñat Muñoz
Campaign production and layout: The Niu.
Illustrations: Estudio Primo.