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一天中的西班牙
案例简介：概要 Campofr í o 是一个历史悠久的西班牙食品品牌，其目录中有许多西班牙人真正喜欢的国家产品 (火腿、香肠和香肠等)。多年来，品牌定位一直专注于庆祝西班牙人的生活方式，公司声称 “不要让任何东西，也没有人阻挡我们享受生活的方式”。在简报之前，这种哲学导致了各种各样的活动和内容，该品牌在这些活动和内容中庆祝民族幽默。但是现在他们想把庆祝活动提升到一个更加情绪化的水平，并把它作为人们出于骄傲和娱乐原因都喜欢的增值内容。 campofr í o 的目标是尽可能少的标准广告投资。它想推动并成为积极的国家对话的一部分。 结果 -23 名人承诺在赚取媒体的影响 + 75 万。 -我们在一天内收到了 22,638 个来自人们的剪辑，没有任何激励 (只是为了成为项目的一部分)，总共大约 138,828 分钟的镜头。 -3700万人受到影响,94% 的 15 岁以上人口 -- “西班牙一天” 的召回率比坎波弗里奥的任何其他运动都高 3.5 倍。 相关性 该项目收集了西班牙人在一天内发送的短片，以制作一部 80 分钟的电影，讲述我们在国家享受生活的方式，回答了 4 个主要问题: 你喜欢什么？ 你相信什么？ 你梦想什么？ 你害怕什么？ 这是真正的文化创造,一部纪录片，其中品牌信息与内容自然交织在一起，赋予了它意义和意义，同时还提供了一种有趣的产品，实际上描述了西班牙人如何看待自己。 活动描述 我们认为庆祝西班牙享受生活方式的最佳方式是让坎波弗里奥制作第一部共同创作的电影，西班牙人自己在短片中告诉我们。我们与这种形式的最佳制片人雷德利 · 斯科特和其他伟大的专业人士合作: 导演伊莎贝尔 · 科西特: 导演过蒂姆 · 罗宾斯、本 · 金斯利、朱丽叶 · 比诺什, 丹尼斯 · 霍珀.音乐作曲家阿尔贝托 · 伊格莱西亚斯: 三次奥斯卡提名。哈维尔 · 马里斯卡尔，海报设计师: 创造了巴塞罗那奥运会的企业形象和吉祥物。设计奥斯卡提名动画电影《奇科与仪式》。因此，一部完全由真正的西班牙人创作的电影，在这部电影中，伟大的行业专业人士会工作，但只是把这些片段放在一起，让它情绪化和娱乐化。 campofr í o 的定位自然会通过其主张打开和关闭来赋予电影中的一切意义:“不要让任何事情和任何人阻碍我们享受生活”。 执行 剪辑将在一天内被记录和发送，我们需要在那一刻建立起来。人们不得不对此感到不耐烦，所以我们提前几周开始。这样人们就可以开始提前思考了。在诺曼底登陆之前，导演和处方师几乎每天都在电视上提供提示，坚持截止日期，参与的世界级专业人士，电影节的真实世界首映式.剪辑中有 4 个大问题要回答: 你喜欢什么？ 你相信什么？ 你梦想什么？ 你害怕什么？ 制作一部电影是一项艰难而漫长的工作，所以我们必须创造几个里程碑来推动整个过程的关注: 发射前。 • 呼叫剪辑。生产。 • 在圣塞巴斯蒂安国际电影节首映。戏剧释放。电视和在线发布。 战略 目标是尽可能广泛地接触到观众: 我们希望西班牙人参与发送片段，对自己感到积极，甚至对我们如何理解生活感到自豪。第一件事是像对待任何高级电影一样对待这个项目,通过雇佣世界级的专业人士并在国际电影节上首映，使其尽可能大。还有一个动机是发送你的剪辑: 这将是伊莎贝尔 · 科希塞的材料，也是她真正的戏剧版本，nonetheless! 推动参与的最佳方式是让公共电视网络 (TVE) 成为项目的一部分,因此，它将有一个国家追求的形象，这将使它对处方者、专业人士、观众和参与者更有吸引力。一旦 TVE 成为合作伙伴，我们就在其网络和节目时间表中播种内容。
一天中的西班牙
案例简介：Synopsis Campofrío is a historical Spanish food brand with many national products in its catalogue of which Spaniards are truly fond of (ham, chorizo and salchichón sausages, among others).With that essence at its core, the brand positioning has been focused for many years in celebrating Spaniards’ way of life with the corporate claim “Let nothing and no-one stand in our way of enjoying life”.Up until the briefing, that philosophy led to all kinds of campaigns and contents where the brand celebrated national humor. But now they wanted to take that celebration to a more emotional level and do it as value added content that people would love to enjoy both for pride and entertainment reasons.Campofrío’s objective was to be talked about with as little standard ad investment as possible. It wanted to drive and be part of a positive national conversation. Outcome -23 celebrities committed with +75M impacts in earn media.-We received 22,638 clips from people in one single day with no incentive (just to be part of the project) with an approximate total of 138,828 minutes of footage.-37 million people were impacted, 94% of the population over 15 years of age -‘Spain in a day’ achieved 3.5 times higher recall than any other campaign by Campofrío. Relevancy The project gathered short clips sent by Spanish people on a single day to build an 80-minute film about the way we enjoy life in our country responding to 4 main questions: •What do you love?•What do you believe in?•What do you dream of?•What do you fear?It’s a true cultural creation, a documentary in which the brand message is naturally intertwined with the content, giving it meaning and sense while still delivering an entertaining product that actually describes how Spaniards see themselves. CampaignDescription We thought the best way to celebrate Spain’s way of enjoying life was having Campofrío produce the first-ever co-created film in which Spaniards themselves tell us about it in short movie clips. We partnered with the best producer for that format, Ridley Scott, and other great professionals:•Isabel Coixet, director: has directed Tim Robbins, Ben Kingsley, Juliette Binoche, Denis Hopper...•Alberto Iglesias, music composer: 3 times Oscar nominee.•Javier Mariscal, poster designer: created the Barcelona Olympics corporate image and mascot. Designed Oscar nominated animation movie ‘Chico and Rita’.Therefore, a movie totally created by real Spaniards, in which great industry professionals would work but just by putting the pieces together and making it emotional and entertaining.Campofrío’s positioning would naturally give meaning to everything in the movie by opening and closing it with its claim: “Let nothing and no-one stand in our way of enjoying life”. Execution Clips were to be recorded and sent in one single day, we needed to build up towards that moment. People had to feel impatient about it, so we started out weeks in advance. This way people could start thinking ahead. Before D-day, director and prescribers were present on TV almost every single day giving tips, insisting on the deadline, the world-class professionals involved, the real world premiere in a film festival... There were 4 big questions to answer in the clips:•What do you love?•What do you believe in?•What do you dream of?•What do you fear?Creating a movie is a tough and long work, so we had to create several milestones to drive attention during the whole process:•Pre-launch.•Call for clips.•Production.•Premiere at San Sebastián International Film Festival.•Theatrical release.•TV and online release. Strategy The objective was to reach an audience as wide as possible: we wanted Spaniards to participate sending clips, feel positive about themselves and even be proud about how we understand life.First thing was to treat the project as we would any high class movie, making it as big as possible by hiring world-class professionals and premiering in an international film festival. One more incentive to send your clips: it was going to be material for Isabel Coixet and a true theatrical release by her, nonetheless!The best way to drive participation was getting the public TV network (TVE) to be part of the project, so it would have a national quest-like image that would make it more appealing for prescribers, professionals, audiences and participants.Once TVE became a partner, we seeded the content throughout its network and program schedules.
Spain in a Day
案例简介：概要 Campofr í o 是一个历史悠久的西班牙食品品牌，其目录中有许多西班牙人真正喜欢的国家产品 (火腿、香肠和香肠等)。多年来，品牌定位一直专注于庆祝西班牙人的生活方式，公司声称 “不要让任何东西，也没有人阻挡我们享受生活的方式”。在简报之前，这种哲学导致了各种各样的活动和内容，该品牌在这些活动和内容中庆祝民族幽默。但是现在他们想把庆祝活动提升到一个更加情绪化的水平，并把它作为人们出于骄傲和娱乐原因都喜欢的增值内容。 campofr í o 的目标是尽可能少的标准广告投资。它想推动并成为积极的国家对话的一部分。 结果 -23 名人承诺在赚取媒体的影响 + 75 万。 -我们在一天内收到了 22,638 个来自人们的剪辑，没有任何激励 (只是为了成为项目的一部分)，总共大约 138,828 分钟的镜头。 -3700万人受到影响,94% 的 15 岁以上人口 -- “西班牙一天” 的召回率比坎波弗里奥的任何其他运动都高 3.5 倍。 相关性 该项目收集了西班牙人在一天内发送的短片，以制作一部 80 分钟的电影，讲述我们在国家享受生活的方式，回答了 4 个主要问题: 你喜欢什么？ 你相信什么？ 你梦想什么？ 你害怕什么？ 这是真正的文化创造,一部纪录片，其中品牌信息与内容自然交织在一起，赋予了它意义和意义，同时还提供了一种有趣的产品，实际上描述了西班牙人如何看待自己。 活动描述 我们认为庆祝西班牙享受生活方式的最佳方式是让坎波弗里奥制作第一部共同创作的电影，西班牙人自己在短片中告诉我们。我们与这种形式的最佳制片人雷德利 · 斯科特和其他伟大的专业人士合作: 导演伊莎贝尔 · 科西特: 导演过蒂姆 · 罗宾斯、本 · 金斯利、朱丽叶 · 比诺什, 丹尼斯 · 霍珀.音乐作曲家阿尔贝托 · 伊格莱西亚斯: 三次奥斯卡提名。哈维尔 · 马里斯卡尔，海报设计师: 创造了巴塞罗那奥运会的企业形象和吉祥物。设计奥斯卡提名动画电影《奇科与仪式》。因此，一部完全由真正的西班牙人创作的电影，在这部电影中，伟大的行业专业人士会工作，但只是把这些片段放在一起，让它情绪化和娱乐化。 campofr í o 的定位自然会通过其主张打开和关闭来赋予电影中的一切意义:“不要让任何事情和任何人阻碍我们享受生活”。 执行 剪辑将在一天内被记录和发送，我们需要在那一刻建立起来。人们不得不对此感到不耐烦，所以我们提前几周开始。这样人们就可以开始提前思考了。在诺曼底登陆之前，导演和处方师几乎每天都在电视上提供提示，坚持截止日期，参与的世界级专业人士，电影节的真实世界首映式.剪辑中有 4 个大问题要回答: 你喜欢什么？ 你相信什么？ 你梦想什么？ 你害怕什么？ 制作一部电影是一项艰难而漫长的工作，所以我们必须创造几个里程碑来推动整个过程的关注: 发射前。 • 呼叫剪辑。生产。 • 在圣塞巴斯蒂安国际电影节首映。戏剧释放。电视和在线发布。 战略 目标是尽可能广泛地接触到观众: 我们希望西班牙人参与发送片段，对自己感到积极，甚至对我们如何理解生活感到自豪。第一件事是像对待任何高级电影一样对待这个项目,通过雇佣世界级的专业人士并在国际电影节上首映，使其尽可能大。还有一个动机是发送你的剪辑: 这将是伊莎贝尔 · 科希塞的材料，也是她真正的戏剧版本，nonetheless! 推动参与的最佳方式是让公共电视网络 (TVE) 成为项目的一部分,因此，它将有一个国家追求的形象，这将使它对处方者、专业人士、观众和参与者更有吸引力。一旦 TVE 成为合作伙伴，我们就在其网络和节目时间表中播种内容。
Spain in a Day
案例简介：Synopsis Campofrío is a historical Spanish food brand with many national products in its catalogue of which Spaniards are truly fond of (ham, chorizo and salchichón sausages, among others).With that essence at its core, the brand positioning has been focused for many years in celebrating Spaniards’ way of life with the corporate claim “Let nothing and no-one stand in our way of enjoying life”.Up until the briefing, that philosophy led to all kinds of campaigns and contents where the brand celebrated national humor. But now they wanted to take that celebration to a more emotional level and do it as value added content that people would love to enjoy both for pride and entertainment reasons.Campofrío’s objective was to be talked about with as little standard ad investment as possible. It wanted to drive and be part of a positive national conversation. Outcome -23 celebrities committed with +75M impacts in earn media.-We received 22,638 clips from people in one single day with no incentive (just to be part of the project) with an approximate total of 138,828 minutes of footage.-37 million people were impacted, 94% of the population over 15 years of age -‘Spain in a day’ achieved 3.5 times higher recall than any other campaign by Campofrío. Relevancy The project gathered short clips sent by Spanish people on a single day to build an 80-minute film about the way we enjoy life in our country responding to 4 main questions: •What do you love?•What do you believe in?•What do you dream of?•What do you fear?It’s a true cultural creation, a documentary in which the brand message is naturally intertwined with the content, giving it meaning and sense while still delivering an entertaining product that actually describes how Spaniards see themselves. CampaignDescription We thought the best way to celebrate Spain’s way of enjoying life was having Campofrío produce the first-ever co-created film in which Spaniards themselves tell us about it in short movie clips. We partnered with the best producer for that format, Ridley Scott, and other great professionals:•Isabel Coixet, director: has directed Tim Robbins, Ben Kingsley, Juliette Binoche, Denis Hopper...•Alberto Iglesias, music composer: 3 times Oscar nominee.•Javier Mariscal, poster designer: created the Barcelona Olympics corporate image and mascot. Designed Oscar nominated animation movie ‘Chico and Rita’.Therefore, a movie totally created by real Spaniards, in which great industry professionals would work but just by putting the pieces together and making it emotional and entertaining.Campofrío’s positioning would naturally give meaning to everything in the movie by opening and closing it with its claim: “Let nothing and no-one stand in our way of enjoying life”. Execution Clips were to be recorded and sent in one single day, we needed to build up towards that moment. People had to feel impatient about it, so we started out weeks in advance. This way people could start thinking ahead. Before D-day, director and prescribers were present on TV almost every single day giving tips, insisting on the deadline, the world-class professionals involved, the real world premiere in a film festival... There were 4 big questions to answer in the clips:•What do you love?•What do you believe in?•What do you dream of?•What do you fear?Creating a movie is a tough and long work, so we had to create several milestones to drive attention during the whole process:•Pre-launch.•Call for clips.•Production.•Premiere at San Sebastián International Film Festival.•Theatrical release.•TV and online release. Strategy The objective was to reach an audience as wide as possible: we wanted Spaniards to participate sending clips, feel positive about themselves and even be proud about how we understand life.First thing was to treat the project as we would any high class movie, making it as big as possible by hiring world-class professionals and premiering in an international film festival. One more incentive to send your clips: it was going to be material for Isabel Coixet and a true theatrical release by her, nonetheless!The best way to drive participation was getting the public TV network (TVE) to be part of the project, so it would have a national quest-like image that would make it more appealing for prescribers, professionals, audiences and participants.Once TVE became a partner, we seeded the content throughout its network and program schedules.
一天中的西班牙
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Spain in a Day
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基本信息
- 广告战役： #Campofrio Food Group-影视-60b2#
- 广告品牌： Campofrio Food Group
- 发布日期： 2000
- 行业领域： 饮食/特产
- 媒体类别： 短视频
- 广告语言： 西班牙语
- 媒介平台： 网络
- 获得奖项：
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