Cepsa

Position Cepsa's bottled gas product in a digital territory where the brand had no presence: the kitchen. The goal was not to advertise the product directly, but to associate the brand with a consumption universe — the culinary world — that consumers already embraced and in which Cepsa was a stranger.

Design and production of the "A gas sabe mejor" ("Better with gas") campaign featuring three influential talents from the gastronomic world on Instagram. Each one prepared a full menu — starter, main, and dessert — with Cepsa gas as the hero ingredient.

Pre-launch engagement was built through polls, quizzes, and trivia on social media. High-quality audiovisual production for every recipe. The campaign's success in Spain led to a replication in Portugal and a second edition in Spain featuring new talent.