“Polo que surja”

This project was developed as an academic campaign through a collaboration between two student teams from Advertising and Audiovisual backgrounds, and later submitted to La Lluna, a regional advertising competition in the Valencian Community, where the campaign achieved second place.

The campaign was created for Fartons Polo, a brand strongly connected to Valencian culture, with the challenge of engaging a younger audience while staying true to its identity. The central concept, “Polo que surja”, is a play on the Spanish expression “por lo que surja”, which roughly translates to “whatever happens” or “let’s see what happens”. The idea celebrates spontaneity and the belief that the best plans are often the ones that are not planned.

Based on this insight, the campaign positioned the brand as part of those spontaneous, everyday moments. The concept was brought to life through a main audiovisual piece and a series of short capsules, portraying familiar situations that naturally evolve into improvised plans, always accompanied by the product. The tone of the campaign was approachable, youthful and authentic, connecting the brand with a more contemporary and emotional context.