SpainSays bring their campaign home: Mike Gasch and Carlos Heredia go big at Hogueras de Alicante
SpainSays — one of the most recognizable cultural communities online, with over 750,000 followers — is heading back to where it all began. Founders Mike Gasch and Carlos Heredia will take center stage at Hogueras de Alicante, the city’s biggest festival, with a major campaign built specifically for the occasion.
The project launched in Alicante in 2020. Over five years, SpainSays has become a go-to name in Spain’s creative and advertising landscape, with collaborations including Lidl, Uniqlo, RTVE, Vueling, Martini, Camper, Burger King, Freixenet, and Bimbo. Its core approach remains consistent: turning everyday expressions, cultural codes, and relatable situations into campaigns with strong emotional resonance.
The Hogueras campaign kicks off on May 28 with the arrival of limited-edition SpainSays x Mahou bottles in bars and restaurants across Alicante, designed exclusively for the festival. A presentation will follow on June 4 at El Muelle Live, with the official social media launch on June 5.
“Las Hogueras forman parte de nuestra forma de vivir, de hablar y de entender la cultura popular, que es precisamente la esencia de SpainSays, ” the creators explained. For Gasch and Heredia, the campaign is a deliberate return — a way of giving back to the city that shaped everything SpainSays has become.
