Under the concept ‘Let it bloom’, we organised guerrilla digital action via Instagram during the week of the 080 Bcn Fashion Week for the shop Dr. Bloom. To support this action and help the brand to flourish, Bernat Solsona was illustrating personalised bags and we invented the Margarita Bloom cocktail (from Margarita Blue) which served to bid farewell to all the participants in the competition we created through social networks. Amongst the street actions we implemented, we came up with one that was very much in line with the target audience that would be attending the 080 fashion show: a photography competition via Instagram. For this, we made use of hashtags alluding to the event such as #080 #080barcelona #080barcelonafashion, etc, which were trending during the week of the event and we created awareness through these of the one we created specifically for the photography competition: #080drbloom. We managed to grab the attention of many active Instagram users during the 080 Barcelona event, who took advantage to add their photos to our #080drbloom and participate in the competition. It was a success.