Real Light, Real Life: What Barcelona Is Teaching Me About Gen Z Advertising

The first time I walked through the airport, a Desigual ad stood out to me—not because of the clothes, but because of the vibe. The image showed people in clashing patterns and bright colors, smiling and moving like they were caught mid-laugh. It wasn’t polished or posed—it looked like someone had captured a real moment. It didn’t feel like a campaign, it felt like life.

That’s when it clicked: this is exactly what Gen Z wants from advertising. According to a 2023 Morning Consult survey, 76% of Gen Z consumers value authenticity over brand loyalty. We don’t want to feel sold to—we want to feel seen. An ad that celebrates real self-expression? I’ll remember that way more than a glossy shoot with a model in clothes I’d never actually wear.

Being abroad has made me notice how different advertising feels here compared to the U.S. Back home, campaigns still push big productions, famous faces, and bright colors fighting for attention. In Barcelona, ads blend into the city’s rhythm. They highlight real streets, real people, and cultural pride.

A Mango ad downtown doesn’t feel out of place—it blends into the energy of the streets and the history around it. Murals often double as ads but look like street art you’d want to photograph anyway. Even a flyer for a local market taped outside a café feels intentional, like part of the neighborhood. When you walk past these ads, you don’t feel interrupted. Instead, they invite you to slow down, look twice, and actually take them in.

And the thing is, it works. I’m more likely to stop, take a second look, and even act on it. Just last week, I saw a TikTok ad for a flea market here called Bargain Garden. It was just quick clips of people thrifting cool finds, laughing, and eating street food. It wasn’t polished, but it felt like something I wanted to be part of. So I grabbed a friend and went. That’s Gen Z marketing in action—it’s casual, relatable, and instantly shareable.

What I’ve Learned So Far

• Simplicity wins. Real people + real moments > staged perfection.

• Local pride matters. Ads that tie into culture or community instantly feel more genuine.

• Respect the pace. Instead of shouting “buy now,” brands here let you come to them.

  
  

Big Picture

Living in Barcelona has changed the way I look at global advertising. The best campaigns aren’t just translated into different languages—they translate values. What works in Florida might not work in Barcelona, but the heart of it is the same: authenticity.

As I keep exploring this city, I’m excited to continue noticing how brands adapt across cultures and how those lessons can shape the way I approach marketing in the future. Every poster on the metro, every mural that doubles as an ad, every campaign rooted in local pride feels like a reminder of what truly connects. I’m learning that strong marketing isn’t about being the loudest—it’s about being the most relatable, the most real. Those are the campaigns that stay with you long after you’ve walked past them.

So here’s my takeaway: the best ads don’t interrupt life—they belong to it.

With Love, Layken