City festival campaign: Sant Raimon 2026 and the Santa Rivalitat

The Festes de Sant Raimon are the winter festival of Vilafranca del Penedès, a town in Catalonia. This is a case of a city festival campaign for 2026: an identity, posters, social media templates and a program, built with Caroline Comunicació around one idea, the rivalry between the town’s two patron saints.

The challenge

How do you turn a winter festival into a major event for the whole town? Vilafranca has two big festivals: the summer Festa Major, dedicated to Saint Felix, and the winter festival, which centers on Saint Raimon. The challenge was to make the second one, held in January in the cold, as eagerly awaited as the first. We needed a proposal that grabbed attention right away, that could be shared on social media, and that would let the Agrupació de Raimons i Raimundes (the local group that organizes the saint’s celebrations) present the entire program at a glance.

The process

Working together with Caroline Comunicació, our answer was the “Santa Rivalitat” (the Holy Rivalry): an identity built on a humorous conflict between Vilafranca’s two patron saints. A disruptive strategy aimed at immediate visibility and virality on social media.

The visual system uses real photographs of Saint Felix, tampered with by Saint Raimon himself, who stages a fit of rage against the co-patron who arrived in town later and stole his glory. On the posters, the image of the saint appears torn and ripped to pieces, with fragments scattered across the paper, and the line “Patró original” (original patron) tops it off: Saint Raimon is claiming his place.

In practice, the posters organize all the information by presenting the program as a festival line-up, making the point that, cold or not, Vilafranca does not stop. They show the dates, January 16 to 25, 2026, a list of events (a ticket dinner, a gralla ball, concerts, afternoon sessions, workshops, theater, a wine fair) and the band names in different sizes. The title is set in black brush lettering, and everything else in a clean typeface that sits well with the image.

The result

The studio delivered the full identity for the event, the posters, the social media template system and the layout of the program, in print and digital. The printed program, unfolded on a table, repeats the image of the saint in pieces, and inside it carries the calendar of events.

A different and daring proposal that claims the winter festival as the big date in the town’s calendar, with humor and an idea that everybody gets: two patron saints, one rivalry. For the studio it is a project that shows how the popular culture of the Penedès can be told in a contemporary visual language. If you run a festival, an association or a town hall and want a campaign with a clear idea from the very first poster, we can work on it with you.