We collaborated with Jugar en Granada with the aim of captivating younger audiences craving that 'little something extra' for their summer break. Our strategy involved capitalising on the rich historical traditions of the city to introduce the 'DUENDE' campaign. The word 'Duende,' representing an intense passion and the pinnacle of inspiration experienced by Flamenco dancers, served as the rallying cry to engage the audience. Our campaign ingeniously combined covert marketing techniques with the power of social media. We hired Flamenco dancers to roam cities, approach pedestrians and inquire about the meaning of 'Duende.' During these interactions, the dancers spontaneously burst into their mesmerising performances, which our team filmed and shared across various social media platforms. The results left a lasting impact on the target audience.