Apple
EL ENCUENTRO
We know how to throw a party
Forty years in Spain. One night to celebrate them all. Apple didn’t want a campaign. They wanted a cultural event, something that felt less like a brand, and more like a gift to the country that had embraced them. So they handed the stage to Spain itself.
The challenge: how do you do an authentic celebration of Spain, one that respects but also represents its diversity, and at the same time showcase some of the new iPhone 17 Pro features? It was no easy task, but Little Spain took on the challenge as a 360º creative partner, responsible for conceiving, designing, and executing a large-scale public event from the ground up.
We created El Encuentro.
El Junte Flamenco
The journey begins in the roots of spanish tradition: El Junte Flamenco. In a cave or in a street corner, music was shared in a circle. Our version of that, a massive open air show completely free to the public at Puerta del Sol, the heart of Madrid, the home of Apple’s flagship store. We took inspiration from that circular Junte Flamenco and from the beautiful streamlined design of Apple’s products to outline all the scenography and lighting setup.
We deliberately curated a lineup of artists representing different generations and genres and used the setlist as the narrative so we could tell a story of art meeting technology and traditional meeting contemporary.
We went viral
The announcement film dropped 48 hours before the event. No paid media. No influencers. Just a film good enough to share. More than 15,000 people showed up at Puerta del Sol. Madrid filled the square not because Apple asked them to, but because Spain wanted to be there.
More than 15k people joined us
The event was recorded using over 30 iPhones alongside cinema cameras, blending Apple’s technology with cinematic craft and live performance. The videos generated more than 10 million views across social platforms, while national and international media highlighted the event as a milestone in how brands can engage with culture in public space. What began as a one-night celebration became a lasting cultural moment.
