When the scorching siesta time gets in the way, Pokémon GO Spain will help you find the Time To Play.
This idea was part of the initial pitch for Pokémon GO in the EU market, made with love and care for the Spanish summer campaign.

PokémonGo Spain
Time to Play

Aerial view of a town square with red-roofed buildings surrounding a large open area. Overlaid graphics include a purple shadow of Pikachu from Pokémon GO, with accompanying text about a campaign challenge and insights in Spanish culture.

Background

Cartoon Pikachu with big eyes, open mouth, sitting on a black background.

Our Problem


Pokémon GO goes to an abrupt down-time during the scorching summer days. Especially at noon when the Sun offers no shade and the heat is unbearable. So how can we leverage the siesta without risking a sunburn?

Our Solution

An aerial view of a city square surrounded by red-tiled rooftops, with large colorful text overlaying the image that reads 'Time to Play!' along with the Pokémon GO logo.
Aerial view of a large circular plaza with a fountain at the center, surrounded by trees, buildings, and parking areas. The shadow of a Pokémon is cast on the plaza, and there is a yellow and blue text box with an idea about creating a Pokémon-themed game with a countdown element.

The Execution

A yellow building with gray shutters and a sign that reads 'Customer Parking'. There is graffiti on the shutter that says 'Rest now, play later.' with a Pokémon logo. In front of the building, three people are walking: a woman with blonde hair wearing a white top and jeans, a man with dark hair and glasses wearing a black t-shirt and jeans, and a woman with long dark hair wearing a black t-shirt. There are two mobile phones on the right displaying a Pokémon-themed filter.
A yellow building with gray shutters and a sign that reads 'Customer Parking'. There is graffiti on the shutter that says 'Rest now, play later.' with a Pokémon logo. In front of the building, three people are walking: a woman with blonde hair wearing a white top and jeans, a man with dark hair and glasses wearing a black t-shirt and jeans, and a woman with long dark hair wearing a black t-shirt. There are two mobile phones on the right displaying a Pokémon-themed filter.
A city square with old-style buildings, a few people walking, street lamps, and a large sign that reads 'Time to Rest.' There is a yellow informational panel with text about city temperature and sun sculpture.
A city square with old-style buildings, a few people walking, street lamps, and a large sign that reads 'Time to Rest.' There is a yellow informational panel with text about city temperature and sun sculpture.
A large shadow of a Pokemon sun sculpture with the phrase 'Time to Play!' cast on the ground. Two children walk underneath, with the shadow indicating their heights are 180cm and 164cm.
A large shadow of a Pokemon sun sculpture with the phrase 'Time to Play!' cast on the ground. Two children walk underneath, with the shadow indicating their heights are 180cm and 164cm.

The Credits

Ioana Mar - Art Director & Concept
Paris Nikiforakis - Copywriter & Concept

Morten Marmulla - Art Director

Max Schöngen - ECD

Pikachu - our supreme leader

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