A campaign driven by the Málaga City Council that connects with both young people and adults through emotion, authenticity, and real stories. Under a direct and meaningful slogan — #málagamakesyougrow — the initiative highlights education and training as pathways to achieving personal and professional goals.

At the heart of the campaign is an original music video, created in collaboration with artist Anadie and directed by Jorge Acanto, featuring a young, local cast. A visual and musical piece that speaks the language of its audience, inspired by real-life settings in the city — from vocational training centers and conservatories to libraries and characterful neighborhoods where the future is being built.

The campaign is completed with testimonial-based graphic pieces, starring real people from Málaga who have found in effort and education the way to pursue their dreams. It’s an optimistic, inclusive, and relatable approach that positions Málaga as a true ally in personal growth.