Barcelona Oberta promotes a campaign to reconnect Barcelona residents with the heart of the city
October 26th. 2025
With the title "Baixes al centre o què?" ("Are you coming downtown or what?"), Barcelona Oberta, with the support of the City Council, has launched a vibrant musical and audiovisual proposal to reconnect citizens with the city center.
Barcelona Oberta, the association that brings together the main commercial hubs of the city center, presents a new campaign under the title "Baixes al centre o què?", a fresh, direct, and optimistic call aiming to reestablish Ciutat Vella as the lively and creative meeting point for Barcelona's residents.
The proposal, developed by Anverso Agency with the support of the Barcelona City Council, combines an urban musical piece - halfway between rap and reggaeton - with a video of authentic and emotional style, filmed on the streets and commercial districts of Ciutat Vella. The goal is to mobilize city residents towards the center, not just physically, but also emotionally: "We want people to feel that the center belongs to them, that it is the beating heart of Barcelona", explain the creators.
The music video showcases daily life, local commerce, culture, and diversity in the streets of the Born, Plaça Reial, Porxos del Port, Barceloneta, the Gothic Quarter and Barnacentre, Via Laietana, Front Marítim, la Rambla, or Pelai. The song, with a contagious rhythm, is an invitation to return to the center, 'Ciutat Vella is alive, come and feel it', and presents itself as a true anthem of positive energy to rediscover the center with a new outlook.
"Baixes al centre o què?" is more than a campaign: it is an invitation to reconnect with the city, its life, its people, and its commerce.
A multichannel strategy to reach everyone
The campaign will be broadcast through an integrated digital strategy that combines: YouTube and Prime Video, Spotify, TikTok and Meta, to connect with both young and family audiences through short and visual formats. With more than 2 million estimated impressions and a 32% coverage of the target audience, the initiative is committed to a close, modern, and emotional communication that integrates music, images, and social networks to reactivate activity in the city center.
Barcelona Oberta aims to activate the city from its heart, transforming Ciutat Vella into a space for coexistence, culture, and vitality.
X Summit of Barcelona Oberta
The music video was presented during the recent Barcelona Oberta Summit held on October 21 at Casa SEAT, which this year focused on reflecting on how to improve the city's historic district, under the title: "More for Ciutat Vella."
The X Summit was a meeting point of visions, experiences, and proposals that, from a proactive perspective, sought to contribute towards rethinking the center of Barcelona as a space for the future. The initiative is committed to a Ciutat Vella that combines economic vitality and quality of life, that integrates innovation with respect for local values, and that strengthens the ties between neighbors, administration, and the productive fabric.
"Ciutat Vella is the historic center, the ground zero of the city; it must be ensured that it's a livable and dynamic space. We cannot allow it to remain as it is, and it is necessary to act on two fronts: in the planning of the district to address issues such as cleanliness, safety, or why neighbors are leaving; and in promotion, focusing on managing the commercial offering and with campaigns to boost economic activity," said Gabriel Jené, president of Barcelona Oberta, by way of introduction.
Original source: Barcelona Oberta - Barcelona City Council
