Carles Patrís, publicist: “La Rotonda gives a sense of pride to the city”

Over the past few months, we have talked quite a bit on this channel about the rehabilitation of the Andreu Tower, La Rotonda, the latest modernist gem of Barcelona, but we had not yet focused on its communication—on its image and advertising, more specifically. We do it here and now with the creative general director of CHÂRLES BCN (to be pronounced as it is, not in English), Carles Patrís

Patrís estudió Diseño Gráfico y Publicidad en la escuela Pau Gargallo de Badalona. Ha sido director de arte de las agencias Augusta BBT (1993-1997) y FCB Tapsa (1997-1999), director creativo en Ogilvy & Mather, y socio y director creativo CHÂRLES BCN. Ha trabajado para marcas como Cruzcampo, Panrico, Nestlé, Unilever, “la Caixa”, Panasonic, Nutrexpa, Millenium BCP y La Marató de TV3, entre otros. Ha recogido premios en Cannes, One Show, FIAP, Clio, Nueva York, Londres y Laus.

What has been the role of CHÂRLES in the project of La Rotonda by Núñez y Navarro?

At the beginning of the year, within the rehabilitation project, Núñez y Navarro commissioned us to handle the advertising campaign for the 2016 inauguration of La Rotonda. A campaign in which we could convey the company's values and the work done on the iconic building.

You have created a narrative, including graphics, around the restoration of a true architectural gem that had suffered decades of neglect and is now being reborn. How can this message be conveyed more effectively? How is it done?

When we visited La Rotonda, we truly realized the scale of the project. You see the specialists working at La Rotonda, the architects, workers, technicians specialized in heritage restoration... It's amazing and gives meaning to this 'We look back to move forward', a concept created for the campaign to convey the dedication put into the project in order to leave the building as it was over 100 years ago with the utmost standards and investment.

Seeing the work during the rehabilitation live, you think about how to convey that dedication and love for the city's heritage; in this case, from Núñez y Navarro, which commits to an emotional value for rehabilitation.

When we gather all this information we open the doors of La Rotonda to the public, that's why the open house events were organized, we carried out communications to the neighbors of La Rotonda, a spot for social networks, print media…

The key is the dynamic role of the new Roundabout in its immediate surroundings: in the neighborhood. What is the strategy to communicate it?

The best campaign for the neighborhood is to have the Rotonda refurbished. A wonderful facade that is part of Barcelona's heritage right on the corner. The WOW effect when coming out of the FGC station at Kennedy Square is the best possible communication campaign.

The challenge was not easy. What difficulties, what obstacles have you overcome?

The obstacles are the same as those always encountered when carrying out public actions in a city and whenever communication about a part of the city's historical heritage is made. For us, this is always positive because it adds value to the city itself, but the problems have been historical because La Rotonda has gone through various processes over these 100 years and there are small architectural elements that have been lost along the way, and for the loss of many of them, Núñez y Navarro has been blamed, when it was not the case. One only needs to see under what conditions the building was acquired. Those social difficulties, from the citizens, do not help: some press information that appears... These are the basic difficulties. Trying to explain the reality in a simpler way and above all the emotional part of the project.

And with what results?

I believe the results are good because if we hadn't said anything, if we hadn't done any advertising—no communication—if we hadn't held an open house, people wouldn't have been able to get to know La Rotonda. People who live in Barcelona. Knowing that they have La Rotonda, as it is now, is a source of pride. We have La Pedrera, Casa Lleó i Morera, the Sagrada Familia, and… La Rotonda.

Let's talk, in general, about Charles's collaboration with Núñez and Navarro, in this and other projects.

Núñez y Navarro has tasked us with the primary mission of promoting all their business areas and, essentially, developing their brand image. It's a long-term job and this is the main goal that Chârles has with Núñez y Navarro: to add value to their brand. They have an excellent product and we must work to ensure that the brand and product are aligned.

Charles. What are you doing? Since when? For whom? Who are you, how are you?

Charles is a modern advertising agency from Barcelona. A small structure with great professionals where we commit to effective creativity and where we apply common sense to all our campaigns. Our challenge is to create good campaigns regardless of the client or project. I believe there is always an opportunity in creativity. We work as if we were a multinational agency, with a small structure and more specific and carefully managed projects.

Customers?

We have been managing the campaign for Catalonia Tourism for three years at both an international and national level. Milanuncios, second-hand buying and selling on the Internet. Abertis; the Abertis Foundation, Carolina Herrera; specifically, we handle the social campaigns of Carolina Herrera in 5 countries. Bo de Debò (prepared meals). The Núñez y Navarro group and the portal Fotocasa.