The Alcoy City Council has chosen a new formula for selecting the advertising poster for the Three Kings' Cavalcade, abandoning the competition for a direct selection. The objective is to achieve a work that more accurately reflects the uniqueness, traditions, and collective imagination of Alcoy's Christmas.
Alcoy's Christmas is characterized by being a unique celebration that goes beyond the Cavalcade, connecting generations through illusion and magic. The council aims for the poster to convey this essence and connect with the citizens.
The Councilor for Festivities, Jordi Martínez, explained that «Alcoy's Christmas is unique, and we want the poster announcing the Cavalcade to be too. We are talking about a festival with very particular characteristics, with symbols, emotions, and traditions that are part of our way of understanding Christmas. Therefore, we consider it important that the work representing it is capable of transmitting all this essence and connecting with the citizenry».
This decision aims to reinforce the link between the advertising image and how the celebration is experienced by the citizens. Although previous competitions have allowed for various artistic interpretations, the current model seeks a greater connection with the recognizable elements of Alcoy's Christmas.
Martínez highlights the need to find a balance between artistic creativity and the festival's own character. They want to explore a formula that better guides the result towards the representation of Alcoy's Christmas and its special way of experiencing it, considering the creative effort and limited economic recognition of previous competitions.
The council seeks the poster to be not just an image, but to convey emotions and represent popular sentiment, contributing to the magic of an experience lived «with the eyes, but also with the heart».
