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e-Roscón by Audi & Jordi Roca.



Cliente: Audi España
Año: 2021
Role: Creative Director at DDB

In Spain there is an iconic christmas dessert called Roscón de Reyes. This dessert is also a tradition with a negative side: el haba (the bean) because finding the bean in your portion of the pie is a sign of bad luck. In 2021, after a global pandemic, we don’t need more bad luck, so Audi and the best baker of the world decide to reinvent the tradition.