REF: MF-05 · LÁMINA 06/07
Media Innovation · Branded ContentPLENITUDE
Plenitude · Eni Group — Official Sponsor of La Vuelta a España
REF: MF-05 · LÁMINA 06/07
Media Innovation · Branded ContentPlenitude · Eni Group — Official Sponsor of La Vuelta a España
01 — The Challenge
As the official sponsor of La Vuelta a España, the challenge for Plenitude was to give visibility to its sponsorship while authentically highlighting the value of rural environments along the race route.
The default execution was entirely legible — logo on the broadcast, brand presence around the peloton. Visible. Completely forgettable. The brief pushed further: make the sponsorship genuinely meaningful by connecting it to the communities the race passes through.
Strategic Intersection
Cycling is powered not only by physical effort, but by the energy and support of the towns that surround it — their noise, their belonging, their collective push. Plenitude is an energy company with a genuine commitment to rural Spain.
That shared energy became the natural intersection. The energy that powers a town and the energy that powers a cyclist are the same force — and Plenitude is the brand that understands both.
02 — Real Time Documentary
"We captured the energy each town transmitted to the cyclists in real time and turned it into documentary storytelling. The voices, presence and collective support of rural communities became the narrative core of the project — positioning them as an essential source of energy for the race."
The media innovation came from somewhere unexpected: the frontons. These traditional rural spaces — embedded in the architectural and cultural identity of every small town in Spain — were transformed into open-air exhibitions, screening the energy and vitality of each community back to itself.
Each town became its own gallery. The minifilms — short, immediate pieces created live as the race passed through — were the content shown on those walls. The community saw itself projected onto its own heritage spaces, hours after the peloton had gone. The immediateness of it, and the choice of the frontón as the medium, made the whole thing feel like a cultural act rather than a sponsored one.
03 — The Work
The idea resulted in seven audiovisual documentary pieces, created live during the race and projected directly in each town, transforming local frontons into exhibition spaces. The project was completed with a digital documentary piece, extending the visibility of rural energy beyond the route and into digital media.
Live Production
SEVEN TOWNS, SEVEN FILMS
Seven documentary pieces captured live as La Vuelta passed through each location — the specific energy, voices and community life of each place. Irreplaceable stories that only existed because the race came through that day.
Physical Projection
THE FRONTÓN AS SCREEN
Each piece was projected in the town it featured, using local frontons as exhibition spaces. Communities saw themselves on their own walls the same evening the race came through — the immediacy making the content feel like a gift, not an ad.
Digital Extension
BEYOND THE ROUTE
A digital documentary extended the stories beyond the physical route — bringing rural Spain to audiences who had never followed La Vuelta but recognised something true in the people and places shown.
Minifilm — Villaviciosa
Minifilm — Villablino
Next Case
VIVESOY DOCUMENTARY