Today we launched a new campaign for our Pontevedra development, Culmia Aires da Ponte, for which we developed a specific creative concept.

“Manda Carallo!!” “Vaia casas ten Culmia! ” is the chosen phrase, and its Galician equivalent is used daily in the city for everything—both good and bad.

If Galicia were to choose just one expression, this would undoubtedly be the one. It’s an expression that’s used as a catch-all in all kinds of sentences, and its meaning depends largely on how you want to interpret the message.

At Culmia, throughout the approximately three-month campaign, we want to evoke positive feelings—excitement, joy, surprise… In addition, the campaign will be accompanied by various activities designed primarily to capture the attention of our target audience.