Large-format painted advertising for Nike: a mural dedicated to Rosalía on one of the walls of Barcelona’s Parc del Fòrum, produced by Rebobinart as part of the Monumenta project.

The challenge: launching «Play New» without making just another ad

Barcelona’s audience walks past hundreds of advertising messages every day and forgets almost all of them before reaching the next corner. With the «Play New» campaign, Nike wanted to invite the city to rediscover the joy of playing and moving — and that message could not arrive on the usual supports. A billboard or printed banner would have been one more interruption in the landscape; the campaign needed exactly the opposite: to become part of it.

The solution: a hand-painted mural dedicated to Rosalía

Location: Parc del Fòrum, Barcelona (2021)

Nike chose hand-painted advertising to connect with the public in an organic, authentic way, fully integrated into the urban landscape: a large-format mural dedicated to Rosalía, hand-painted by urban artists on one of the walls of the Parc del Fòrum. The choice of protagonist said it all: the most international artist of the moment, portrayed in the city that saw her grow up. The design captures not only the image of the artist but also her essence and her connection to her hometown: a visual representation of her passion and talent, and an exceptional testimony to the fusion of art, culture and music.

The intervention did not stop at the wall: it was designed together with sports and dance activities held on the park’s esplanades, turning the mural into the epicentre of a live brand experience.

Why it worked

• Authenticity: real urban art, hand-painted by artists, that the public perceives as part of the neighbourhood rather than an advertising interruption.
• Emotional connection: Rosalía and Barcelona, the brand and the territory — a story the public felt as their own.
• Content for social media: the painting process and the activation in the park became photography, video and making-of material — organic content that extended the life of the campaign far beyond the wall.
• Lasting impact: a billboard changes every few weeks; a painted mural keeps working for the brand for as long as the wall lives.

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Monumenta: large-format painted advertising

This intervention is part of Monumenta, Rebobinart’s line specialising in hand-painted advertising: large-format advertising murals painted by urban artists on party walls and large surfaces. A sustainable, high-impact alternative to conventional billboards and PVC banners.