Boycott Proof Delicatessen

Bridging divides through culinary unity, for Tapas Magazine In response to the growing political and economic tensions between Catalonia and the rest of Spain, we created “Boycott-Proof Delicatessen” for Tapas Magazine, one of Spain’s leading food and lifestyle publications. The campaign launched a unique delicatessen label composed of products made from ingredients sourced from both sides of the Catalonia–Spain border—turning a politically charged boycott into a culinary statement of unity. By blending Catalan and Spanish products into a single brand, we offered a delicious way to challenge prejudice and promote reconciliation through food. As Creative Director, I led the concept development, narrative, and execution, overseeing everything from packaging design to storytelling and positioning. The initiative was celebrated not only for its creative approach to a complex issue, but also for reinforcing Tapas Magazine’s role as a bold, culturally engaged voice in Spanish gastronomy. Recognition: – Shortlisted at Cannes Lions 2019 This project demonstrated how food, creativity, and culture can come together to inspire dialogue and bridge divides.