Cultura Plus — Fundación Santa María la Real

Cultura Plus is a platform by Fundación Santa María la Real that aims to bring traditional culture closer to younger generations. The goal of the campaign was to show that Spanish folk culture is not something from the past, but a living heritage that can evolve, connect with the present and inspire new generations.

For the campaign, we brought together five artists who reinterpret Spanish traditions through a contemporary perspective, including Dulzaro and Pepe Baena. Through their work and stories, we created a bridge between tradition and the present, giving visibility to a new generation of artists who are keeping folk culture alive.

The result is a vibrant and contemporary campaign that presents tradition through a new lens, making it more accessible and relevant to younger audiences while celebrating and preserving its cultural roots.