The campaign seeks to consolidate 'La Isla de Mi Vida' as an institutional brand that connects public policies with the daily lives of citizens, strengthening the emotional bond with the island. Unlike traditional promotional approaches, this brand is specifically aimed at residents of Gran Canaria.

Far from replacing existing initiatives, the new identity aims to integrate them under a common narrative to reinforce the sense of belonging and territorial cohesion. Projects such as Gran Canaria Me Gusta, Gran Canaria Activa, and the Transgrancanaria will coexist within this shared narrative framework. The Canary Islands Day event, previously known as Canariona, has been renamed Festival La Isla de Mi Vida.

The core concept of the campaign, developed by the creative team at 22GRADOS, is 'Ustedes, no vosotros' (You, not you all). This platform advocates for the use of a distinct linguistic form from Canarian speech, interpreted as an expression of closeness, respect, and collective memory.

The campaign's audiovisual pieces feature anonymous residents and deeply rooted cultural manifestations like Lucha Canaria or the Orden del Cachorro Canario, integrating them with contemporary expressions linked to sports, urban life, and new generations.

To increase awareness and citizen participation, a guerrilla marketing action has been designed for the festival. Three flags bearing the slogan 'USTEDES' will be displayed in the Plaza de Santa Ana, and pennants will be distributed, encouraging the public to become active participants in the campaign and project a message of pride and identity.