CityMe, the app that provides virtual and audible guides in different cities, has entrusted creative agency Leo Burnett with the creation of its launch advertising campaign, entitled “Shit happens in every city”.
The campaign aims to encourage all those who had a bad experience in a city to rediscover and reconcile with it through CityMe. This app, founded by Guido Schinocca and Enoc Armengol together with a team from the media group VICE, makes you experience places differently through its virtual, audible, expert, and local guides, who narrate to the user, in audio format and through geolocation, everything relevant that happens around them as they walk through a city.
The short film, directed by filmmaker Imanol Ruiz de Lara and produced by Antiestático, narrates in three acts a couple’s visit to Madrid, interrupted by the storm Filomena, and reflects how the particular circumstances of a trip can change the concept of that place. The protagonists, through this app, manage to reconcile with the city years later, closing with the campaign’s final idea “No city should let you down”. The piece is made in artistic code, to convey the tone of the content and usability of CityMe.
The campaign also invites people to share a bad travel experience in the app’s reviews in exchange for a code to activate a city’s Premium format for free.
Gastón Guetmonovitch, chief creative officer of Leo Burnett Madrid, notes that “with this campaign, we wanted to reflect the vision of the urban tourism offered by CityMe, a reality that does not start from the typical idyllic and almost unreal images we are used to but assumes that there are negative experiences and wants to help users rediscover the incredible aspects that a city can offer.”
