The infinite winter anthem
With this new campaign, we invite you to connect with our season in a unique way, through the expressive power of music.
This season, we wanted to raise our game, immersing you in an experience that conveys the immensity of our winter landscape, with the pride of being part of this limitless scenery.
The infinite winter anthem: If You Feel it, It’s yours.
The infinite winter is not for everyone. It's for those who love to ski. Even if it means waking up early. Even if it's cold. Even if it hurts sometimes.
The infinite winter is for those who are ready to face all their challenges. To discover all the hidden corners. To try out all the tastes.
The infinite winter is for those who are longing to return, without ever having left.
The infinite winter is, above all, for those who know how to feel it.
'If you feel it, it’s yours.'
Music as the Language of the infinite winter
For the first time, we have chosen music as the central theme of our campaign. Music is capable of evoking emotions that words cannot describe, and at Grandvalira we believe that this infinite winter deserves its own soundtrack.
In this spot, the music is not just the accompaniment: it is the protagonist. Each note is intended to make you feel as if you were on top of the mountain, breathing in the pure air and feeling the cold snow in your hands.
Unique Composition and Performance
Creating this anthem has been a real privilege, with the help of great talents. Ale Acosta, renowned Latin Grammy-nominated producer and composer, has contributed his artistic vision to bring this piece of music to life, working closely with the talented composer Juan Battista.
The National Classical Orchestra of Andorra (ONCA), conducted by Albert Gumí, has been tasked with enlivening it through a stunning performance that fuses classical instruments with electronic arrangements. Each note is a tribute to our winter, to our essence.
An Epic Production Challenge
This campaign has been a real challenge, both in terms of its concept and its production. We set out to take a full orchestra to an altitude of 2,723 metres, and yes, that includes a grand piano. Transporting the instruments to iconic peaks such as Pic Blanc and Tossa de la Llosada was an adventure in itself, and the results speak for themselves.
This project has had it all: filming underwater, sessions in the middle of iconic L'Abarset parties, helicopters and snow groomers... every detail has been thought out with great care and, above all, with great enthusiasm. This production takes what it means to capture the essence of our winter, and us all, to the limit.
VML's Creative Undertaking
For the third consecutive year, we have relied on the collaboration of the VML agency, part of the WPP group, which has understood our vision and transformed it into an anthem for everyone who knows how to feel winter.
As Paco Badia, VML's Executive Creative Director, describes it: ‘Music is the best way to bring out emotions, and it has allowed us to explore the infinite winter from a new creative perspective’. Because Grandvalira is more than a season, it is a space where every detail connects us with the essence of winter.
Credits and collaboration
- Agency: VML
- General Creative Director: David Caballero
- Executive Creative Director: Paco Badia
- Art Directors: Victor Mazariegos, Paula Haguiara
- Editor: Iñigo Pereda
- Director of Strategic Planning: Ana Alonso
- Director of Strategic Planning and BI: Martín Pietragalla
- Planner: María Riber
- Director of Customer Services: Lluïsa Aguado
- Account Directors: Marta Sánchez-Hidalgo, Gisela Marco
- Account Executive: Alba Gómez
- Executive Producer: Susanna Bergés
- Post Producer Coordinator: Axel Waré
- Producer: Cosí
- Director: Dani Fortuny
- Executive Producer: Cora Rodríguez
- Producer: Samantha Fauroux
- Postproduction: Pijama
- Editors: Dani Fortuny, Pablo Carlosena
- Music: Ale Acosta, Juan Battista
- Orchestra Conductor: Albert Gumí
- Performers: The National Classical Orchestra of Andorra (ONCA)
- Sound Design: Idea Sonora
- Media Agency: Wavemaker
