At the beginning of 2011, the 26-year-old graphic designer from Palma, Jaume Vich, was in charge of coordinating the successful lipdub campaign ‘Mallorca m’agrada’ by Obra Cultural Balear (OCB). Back in 2008, the entity had launched the ‘Cafè per la Llengua’ campaign with well-known faces such as that of tennis player Rafel Nadal. According to the official statement, the new initiative aimed to “promote the moral rearmament of people who love Mallorca”. Many towns became involved in the creation of collective videos that claimed their own identity elements. In June, that boost of self-esteem would turn into frustration. The popular José Ramón Bauzá won the regional elections. His four-year term would be characterized by a clearly hostile attitude towards the Catalan language and culture.