‘Patria,’ one of the most famous bestsellers in our country, was being adapted into a series, and we knew it wouldn't leave anyone indifferent (the reactions to the Madrid billboard are proof of that). However, HBO wanted to take the campaign far beyond conventional media, involving its audience in all the emotions that the series manages to evoke.

We decided to go to the region where everything happened and bring that sentiment to the streets but also to homes. A campaign divided into two executions: the geranium and the exhibition.

THE GERANIUM
On the series premiere day, September 27, we collaborated with Diario Vasco to send out an insert with geranium seeds. A symbol of struggle and forgiveness was intended to reach beyond Bittori's balcony; it was meant to be on every balcony.

THE EXHIBITION
Taking advantage of the series screening at the San Sebastián Festival in 2020, we encouraged seven Basque artists to reinterpret that dark period that inspired Fernando Aramburu to write his novel. Using an umbrella as their canvas, a symbol of history, they portrayed seven different ways of understanding the conflict, but above all, everything that lies behind it. Because, whether we like it or not, in one way or another, we have all been part of this story.