Bronze Laus Award 2025 for the “20 years of craziness” campaign
chic&basic’s “20 years of craziness” campaign wins the 2025 Laus Bronze Award. A visual tribute to two decades of creative rebellion.
chic&basic celebrates two decades of rebellion with a Laus Award in hand
Our visual campaign “20 years of craziness” has been awarded the 2025 Laus Bronze Award, one of the most prestigious accolades in graphic design and creativity in Spain. The project received the prize in the Print Graphic Campaign category.
Granted by ADG-FAD (Association of Art Directors and Graphic Designers), the award celebrates the creativity, bold visual approach and design excellence of a campaign that marks two decades of “madness” in true chic&basic style.
This recognition not only cements our position as a reference in the hotel industry, but also affirms our commitment to creative freedom and innovation: “We’ve been breaking the rules for over two decades, doing what no one expects.”
Discover the “20 years of craziness” campaign
A campaign as crazy as we are
To celebrate this milestone, chic&basic launched a campaign developed by Luis Vidal, the brand’s Creative Director, and captured through the lens of photographer Paola de Grenet.
The result: a series of portraits paying tribute to over 50 key figures in the brand’s history. The stars of the campaign are not actors or models, but employees, collaborators and creative allies who have left their mark on chic&basic’s journey. All are portrayed wearing a straitjacket, a symbol of the rules imposed by a society that struggles to embrace difference.
In the words of Hugo Bertrand, founder and CEO of the brand: “At chic&basic, we see madness as a positive force, a challenge to the norm, a way of doing things differently.”
“20 years of craziness” is a visual and emotional tribute to those who made chic&basic what it is today: urban hotels with a rebellious spirit and a unique style that breaks all the rules. Without them, our madness wouldn’t make sense.
A bold move, rewarded
This Bronze Laus Award is more than a trophy: it’s recognition for daring to tell the story of chic&basic our own way. It’s also a push to keep creating and communicating with the rebellious attitude that defines who we are.
Want to experience the madness for yourself? Stay at one of our hotels and discover moments that defy convention, from the design of our interiors to the way we invite you to experience each destination. The straitjacket is optional.
