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Top 5 Campaign in Travel · September 2026
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Top 5 Campaign
Travel · September 2026

Welcome to Barcelona’s B-Side

PR Campaign
Wednesday 2nd September, 2026

Desigual and Ottolinger created a satirical film about Barcelona’s tourism, theft and gentrification, featuring model Delilah Belle Hamlin navigating exaggerated city scenes. The deliberately provocative campaign earned coverage through local backlash, before Desigual apologised for trivialising residents’ real problems.

Why it worked: It weaponized a hyperlocal pain point (gentrification/theft) with a celebrity-led satire, triggering organized resident backlash that fueled news cycles.

The lesson: Consider provoking a vocal local stakeholder group with a bold, testable claim, then pre-prepare mea culpa materials and data to extend coverage.

Desigual Ottolinger
3 Sources:

Coverage over time

How this story spread across the media

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