The hospitality sector is one of the main pillars of the Spanish economy, representing 6.2% of GDP. Despite its importance, it’s especially fragile and vulnerable to crisis such as the current Covid – 19 crisis.

Without any measures to increase levels of liquidity, the need for funding is between €10 - €16 Billion for the sector to be able to cover fixed costs during the crisis.

he hospitality industry was experiencing one of its toughest ever moments.

Communication aims: raise awareness in society about the state of survival the hospitality industry is in. ?

To call out to entities and institutions about the urgent need of support. ?

Marketing aims: Create traffic and get people into bars, restaurants, etc.

Where better than the Congress Bar to represent all the bars in Spain? A bar is where a lot of important decisions are taken, when you’re relaxed, more flexible. Where better than the Congress Bar, the bar that represents us all to take an important decision for all bars; a country with the highest number of bars per capita in the world.

The campaign is a petition for solidarity, to those who can really do something, who can take specific action that can genuinely help our bars … because as it says in the ad, if you have to choose between the stock exchange and life, it’s got to be life! The life of our bars.

The film's main character is the bar at Congress, a place where almost all important decisions are made. The bar of the congress is not only a place to drink or have lunch, this is the place where all of our MPs share their real opinions and come to an agreement. This is where our future as a nation is discussed.

The film narrates the importance of this industry while showing an empty Congress due to lockdown, as it claims: if a bar is such an important place even for politicians, then why do we have to close all of them? The film invites our political class to consider the importance of this industry and speaks out for every Spanish citizen who was affected by Covid-19 restrictions: 'if we are presented again with the choice between life or money, this time let us choose life'.