For the Barcelona municipal elections, we set out to create a different kind of campaign, with no euphemisms and no half-measures. Under the claim “No fotem – What the f*ck” a Catalan expression that reflects frustration and anger at what’s not working, we presented Jaume Collboni as a modern candidate, direct and full of fresh ideas. A cry against resignation that broke away from traditional political communication and, for the first time, dared to deliver an unheard-of campaign message: “don’t vote for me.” An anti-campaign that spoke the same language as the street, giving voice to citizen frustration.