San Publicito

Background 

In Spain, the last Friday of every January is a holiday for advertisers. The reason is none other than the celebration of St. Publicito, patron saint of the entire sector since the late 80s, when advertisers decided to invent a saint to replace the feast of the former patron saint, St. Paul. 

Need 

After 25 years celebrating St. Publicito, it was paradoxical that a profession that lives precisely from the image did not know how its patron saint is. 

Proposal 

We decided to launch a popular consultation with all advertisers to choose the image of our patron saint: should it be a martyr, a monk, a warrior, a saint...? In total, we proposed six archetypes that responded to the virtues of a good advertiser. 

And to bring each of them to life, we have the help of six renowned professionals from the sector, representing the different generations, disciplines and departments that make it up. 

Once the winner was chosen, we carved it in wood and prepared it for presentation on St. Publicite's Day. Our warrior saint, ready to fight for every campaign, was ready.