Chistorra Navarra

Topping Burgers brought us a product: Chistorra Navarra.

Chistorra is a traditional sausage from Navarra, Spain. Researching its origins and cultural context led us to one of the region's most iconic celebrations: the San Fermín festival.

Navarra is known for its traditional, relatively quiet culture. But during San Fermín, that restraint gives way. The streets fill up, people let loose, run, celebrate, drink, dance, and get a little wild. For a few days, everything becomes a full-on bololó.

That's where we found our creative territory.

During concept development, we looked for someone who could embody that spirit of celebration, chaos, and letting loose. We found Dekko, an artist who calls himself “the ambassador of bololó.” The connection was natural: if Chistorra Navarra was bringing Navarra's wild side to Topping Burgers, Dekko would be the one leading the charge. “el embajador del bololó”. La conexión era natural: si la Chistorra Navarra traía el desate de Navarra a Topping Burgers, Dekko sería quien lo lideraría.

So we made him Topping Burgers' Ambassador of Bololó.

From there, we built the campaign around a contradiction: proper and unrestrained. We took traditionally serious, correct, and formal codes and broke them apart, inviting people to forget their manners with Chistorra Navarra: eat with their hands, get messy, make noise, and let loose with friends.

To give this world its own sound, we created an original jingle with Dekko, turning the concept of bololó into a musical campaign asset. bololó en una pieza musical de la campaña.

For the audiovisual execution, we developed a music video featuring characters and situations normally associated with restraint, then pushed them into full-on chaos: a nun who loves perreo and bull riding, police officers forgetting their manners, flamenco dancers moving to champeta, and, of course, a San Fermín participant caught in the middle of the bololó.