At the beginning of 2011, the graphic designer from Palma, Jaume Vich, 26 years old, 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 the 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 got involved in the creation of collective videos that claimed their own identity elements. In June, that injection of self-esteem would lead to frustration. The popular José Ramón Bauzá won the regional elections. His four years in office would be marked by a clearly hostile attitude towards the Catalan language and culture.