The Ministry of Culture and Sport has launched the institutional advertising campaign ‘Hungry for culture’ to celebrate 2022 as the year of the Cultural Renaissance in Spain.

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This campaign arises from the commitment acquired by the Ministry of Culture and Sport to the cultural sector to promote the consumption of cultural experiences, in any of its disciplines, and to recognise the effort and work carried out by the cultural industries.

The campaign consists of a TV and cinema spot, a radio spot and graphic materials available in Spanish, Catalan, Galician, Basque and Valencian. It was filmed in different locations such as the Prado Museum, the Spanish Film Library and the National Museum of Anthropology and can already be seen in the media (press, radio and television), social networks, cinemas, bus shelters, buses in Madrid and Barcelona and shopping centres throughout Spain. The investment in advertising is 3.6 million euros.

The slogan ‘Hungry for culture reflects the desire of Spaniards to live cultural experiences, to reconnect with friends and spaces, to get excited again. And at the same time, a whole cultural industry is available to satisfy this hunger for culture: museums, libraries and bookshops, cinemas and concert halls, theatres, operas, zarzuelas, galleries, festivals?