We transformed ALMA into a cultural innovation and communication project with social impact for Cantabria Labs, articulating a narrative capable of connecting public art, emotional health, territory, and citizenship. An initiative alongside Boa Mistura and Tiempo de Arte that transformed an urban intervention into a brand story with purpose, citizen participation, and high media impact.

Cantabria Labs presented us with an unusual challenge in the healthcare sector: to lead a cultural innovation project capable of generating real emotional and social impact, without it being reduced to mere sponsorship or becoming diluted amongst the many stakeholders involved. The challenge was twofold: to build a new narrative for the brand in the realm of art, and at the same time, make a complex, participatory, and profoundly symbolic process visible to the city.

And so ALMA was born. A public art project that transforms four warehouses in the Port of Santander into a collective work, conceived from citizen consultation and destined to become an urban and emotional landmark. It wasn't just about communicating an artistic intervention, but about activating a collaborative model between business, institutions, artists, and citizens, with a clear ambition for legacy.

From MIG PRISMA, we led the comprehensive communication strategy: we defined the project's positioning as a pioneering benchmark in cultural innovation, designed the storytelling and key messages, coordinated public milestones, managed relationships with local and national media, and produced the editorial and audiovisual content that accompanied each phase. Our work consisted of transforming an artistic process into a living, coherent, and shared narrative, capable of connecting brand purpose, territory, and community under a central idea: culture is also health, because caring is also about evoking emotion.

The project gained notable coverage in national media: it achieved over 120 publications and it reached an impact close to 45 million users, It generated high citizen participation and achieved a measurable social impact in terms of conversation, awareness, and connection with non-traditional audiences for the health sector. Proof that when a brand decides to assume genuine cultural leadership, the results transcend expectations.
None of this would have been possible without a brave brand like Cantabria Labs, the talent of the Boa Mistura collective to translate the voice of citizenship into artistic symbols, and the strategic direction of Tiempo de Arte, key to shaping and giving meaning to the cultural process.