Lanjarón, That he has made the origin of his water the essence of his brand personality and the axis of his communication, he is knowledgeable of the imperative need to preserve the environment of Sierra Nevada to offer a good product. To do this, through its foundation, it has launched “Proud of our flowers”, A project that will work for the conservation of the native flowers of the region.

Danone’s water brand has communicated the initiative today, February 28, coinciding with the celebration of the Andalusia Day, with the intention of moving its commitment to Andalusian cultural and heritage. As Lanjarón points out in a statement, the objective of the project is claim flowers as an Andalusian icon and take care of the ecological legacy of the territory.

With “proud of our flowers”, designed by VML, The brand will search Promote the native flora of Sierra Nevada, And for this it will focus on the plantation of the chamomile, the Narcissus, the Cineraria and the Sierra Nevada strip, all of them in danger of extinction. As explained by Lanjarón, the region has been declared a biosphere reserve by UNESCO, and houses 39.3% of all plant species in Spain.

The project has actress Granada Paz Vega as an ambassador and will develop with the collaboration of the Junta de Andalucía, The Botany Department of the University of Granada and Cetursathe company that manages the ski and mountain station of Sierra Nevada.

Specifically, Lanjón estimates plant around 1,300 new native plants In danger of extinction over the three years that, at least, will have the project. “Proud of our flowers” will also focus on environmental awareness, through activities in the Sierra Nevada National Park and the Botanical Garden of Granada.

“Our water is unique thanks to the purity that gives us born from the top of Sierra Nevada. Through our preservation project, we work so that flowers, symbol of our identity, continue to bloom and future generations can enjoy this natural and cultural legacy“Magda Lluch explained, responsible for the Lanjarón brand, in a statement.

In addition, to communicate the initiative and generate awareness among the population, until March 29 the brand ensures that it will install Flower sculptures in the Mirador de San Nicolás, in Granada. Lanjarón says that it is an action to highlight the connection between the city and its natural environment and to deepen the natural and cultural beauty of the region.

“Helping this area is to protect our essence as Andalusians. Participating in this initiative means returning to my land part of everything that has given me”, Said Paz Vega, in the brand statement. “These flowers not only represent the beauty of our nature, but also the strength and character of our culture, which certainly deserves to be preserved and celebrated”

“Proud of our flowers” follows other initiatives of Lanjarón in the matter of preservation of the surroundings of Sierra Nevada, with special focus on water resources. It is also framed in the brand’s efforts to boost the Andalusian culture. In 2023 he paid tribute to Federico García Lorca with “Origin”, on the occasion of the 125th anniversary of the birth of the Granada poet.

Technical file

• They proud campaign of our Sierra Nevada flowers
• Customer: Danone Aguas
• Brand: They launched
  • Customer contact Nicolas Pellegrino – Magdalena Lluch – Mar Canal
• Agency: VML
  • Chief Creative Offer: David Caballero
  • Executive Creative Director: Pipo Virgos
  • Creative Director: Joaquim Crespo
  • Creative Team: Esther Cusco, Alba Lavoraato, Iratxe Cabodevilla
  • Account Director (Business Leader): María Ángeles Cobo
  • Accounts (Director and Supervisora): Katherine Páez, Jordi Trepat
  • Strategic Planning: Cristina Miranda, Mireia SPREAFICO
  • Produce Audiovisual Hogth: Lidia Vilar
• Producer: Colmado
  • Damper: Nuria Tolos
• Media Agency: Mediacom
• SM and Community Management Agency: Manifesto
• PR agency: Appleten