A groundbreaking campaign that brought TOUS’s signature universe of tenderness to life through the dynamic format of Instagram Stories.
Over four days, followers witnessed in real time how two strangers living door to door in Barcelona gradually fell in love — a story told entirely through the ephemeral lens of social media. Blending romance and innovation, the campaign reached more than 300,000 users and positioned TOUS as a pioneer in turning digital platforms into spaces for authentic, emotional storytelling.
Context
As part of its Tender Stories series, TOUS set out to explore new ways to express its brand values — tenderness, connection, and emotion — in a fast-evolving digital landscape.
The goal was to transform a traditional campaign narrative into an interactive, platform-native experience that felt spontaneous, real, and deeply human.
Strategy
The first Tender Story told in real time on Instagram Stories.
Over four days, we crafted a narrative told through the eyes of two neighbors discovering each other’s worlds — small gestures, missed moments, and everyday details unfolding as followers watched in real time.
As if it was a series but on Instagram Stories, we could see live how much they were made for each other. Two students who moved to Barcelona on the same day! Two soulmates who haven’t met…yet.
Each story segment used native tools like polls, reactions, and DMs to blur the line between viewer and participant — creating a campaign that felt less like advertising and more like shared experience.
Results
Project produced at TOUS.
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