#WeAreTeamCETT | CETT’s new campaign that highlights the motivations, aspirations, and critical mindset of Generation Z
The campaign is co-created and led by students and conveys their critical spirit, their motivations, and a shared vision of the tourism and hospitality, gastronomy, and marketing sectors.
#WeAreTeamCETT is the voice of young talent in the tourism and hospitality, culinary and gastronomy, and marketing and events sectors. It is a branding campaign that communicates the CETT brand through its students: young people who share what drives them, motivates them, and defines their everyday lives.
What does it mean to be Team CETT?
Being Team CETT means learning by doing, developing your own criteria, and understanding education as the first step toward a successful professional career. It means being part of a learning community where ideas matter, talent is nurtured, and experiences are transformed into value.
Through this campaign, CETT shows that it is more than a university center: we are a team. A learning community made up of people who seek meaning in what they do, with a critical perspective and the desire to create impact. A space where education is a way of understanding life and learning is an active way of engaging with the world.
Generation Z has grown up surrounded by constant stimuli. However, today it is clear that this is a generation with a critical view of its surroundings: highly aware of what is happening around them, critical of traditional structures, and determined to give meaning to what they do. Because young people no longer accept the world as it is; they question it, rethink it, and act to transform it.
And this is where CETT stands: alongside a generation that thinks, creates, and drives progress from sectors based on real human connections that make a difference. A generation that is, by definition, Team CETT.
The creative concept
The campaign, developed together with the creative agency Atrevia and the production companies Palosanto and SAM Comunicació, adopts the language used by young people themselves, their tool for defining and identifying who they are. In their daily lives, anglicisms are almost constant, and the expression being “team” indicates that you belong to a community with whom you share values. In this case, being #TeamCETT conveys the sense of belonging to the ecosystem where they study and grow.
In this way, the campaign appeals to the feeling of being part of a collective, a community with shared values and a common vision of the future. An aspirational projection that strengthens the emotional bond with the campus and positions CETT as a campus to belong to, with a direct, concise, and easy-to-remember approach.
For the catalan version #SomTeamCETT, applied to the main brand elements, the use of anglicisms coexists with the presence of Catalan as a key element of the brand’s identity. We are committed to promoting and preserving the use of Catalan both in teaching and research, as well as in institutional communication and, in this case, in advertising communication, as a language of knowledge, connection, and professional growth.
The faces and voices of the #WeAreTeamCETT campaign
The campaign has been made possible thanks to the participation of CETT students, who took part both in the conceptualization process and in the filming and voice-over.
Thanks to every student who took part: Pol Albadalejo Navarro, Clara Ara Bonet, Aitor Aranda Ginter Montiu, Marc Atroche Beleta, Meritxell Bernat Puig, Ann-Kathrin Bley, Ahmed Bouhia El Haouzi, Adriana Collado Carbonell, Pau Estevez Caro, Marta Gil Reixac, Helena Haro Martín, Jiyul Kim, Gabriel Lamas Navarro, Daniel Lunar Fernández, Jiexi Lin Qiu, Eloi Méndez Arroyo, Mateo Pérez de Olaguer Santamaria, Daniela Pérez Altable, Lucía Ramos Tomás, Nicolás Sánchez Moreno, Teresa Seradell Gómez, Martina Sellés Gasch, Maria Vidal Hernández, Lee Yuho, and Pablo Zamora Sánchez.
Team CETT socks: not merchandise, but our symbol
Being Team CETT can be expressed in many ways, from the way we think and act to the image with which we present ourselves to the world. That is why we have developed our Team CETT socks, which have become a symbol. A symbol that embodies this way of thinking and acting, while reinforcing the sense of community and the vision of each of the three academic areas that define CETT: tourism and hospitality; gastronomy and culinary arts; and marketing and events.
The socks will be available for sale in the CETT online shop.
