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一天中的西班牙
案例简介：执行 剪辑是记录和发送的每一天，所以我们需要建立了实现这一时刻。人们不得不对此感到不耐烦，我们便提前几周。这样人们可以从学习。日之前，主任和处方等分别参加了电视几乎每天都给提示，坚持要求的最后期限，具有世界先进水平的专业人员，在真实世界中一个电影节首映...都强调，尺寸和风扇的项目，使人们意识到他有多大了。最后，还有月大西班牙人来回答的问题的片段: • 什么你喜欢。 -你相信。 • 你的梦想。 -你怕什么。此外,Prescribers' 信息技职教育自己的球队而不播放了两个集成的方案以及在自我提升块。 相关性 通过集成的品牌定位成电影的主题，包括西班牙的公共电视 (乡镇) 生产和促进它，我们与品牌的影响比任何广告。我们参加了一年多来，全国所有乡镇的网络频道和节目时间表: 新闻、娱乐、文化,等等。开发计划署同国营电视台给电影一个国家寻求般的形象，使其更有价值的观众和处方。它证明了介入内容创建的品牌可以出色的业绩的数量 (长期驻留的影响) 和质量 (融入正规内容消费的天然成分)。 结果 -23 名人犯 + 75 米赚媒体的影响。 -我们收到 22,638 剪辑的人一天就没有动力 (只为项目的一部分) 约 138,828 分钟的录像。 -3700万的影响,94% 个月岁以上人口 'Spain 日达到 3.5 倍的回忆 Campofrío 的比任何其他活动。 概要 Campofrío 是历史的西班牙品牌与许多国家的产品目录中的西班牙人真正喜欢 (火腿猪肉腊味 salchichón 等等)。与精髓为核心,品牌定位都是针对多年来在庆祝 Spaniards' 生活方式与公司宣称: “我们没有，没有人来阻止我们享受的生活”。之前介绍，这一理念的各种活动和内容的品牌著名的国家级幽默。但现在他们想把这些庆祝很多情感层面和做的附加值，人们愿意去试既自豪和娱乐的原因。 campofrío 的目的是要谈到最少有标准的投资。这车和参与的全国对话。 战略 这样做的目的是达成尽可能广泛的受众: 我们希望所有西班牙人参加送夹子，感到乐观，甚至还值得骄傲的成就是怎样理解生活。首先是将这种项目，就像任何高类电影，使它的大，通过聘请国际级专业人员:生活片段的西班牙人所需的大制作，没有一个社会网络状。一个奖励送您的剪辑: 是将材料的伊莎贝尔 Coixet，但是! 最好的方式，参与了把公共电视网络 (乡镇) 的项目的一部分, 这样就会有一个国家寻求般的形象，使它更具吸引力的处方，专业人士,观众和参与者。一旦技职教育成为合作伙伴，我们去籽，整个网络的内容和项目计划。 活动描述 我们认为最好的方式来庆祝西班牙享受生活的方式正在 Campofrío 生产首次共同创造了电影的西班牙人的本身告诉我们的电影剪辑。我们和最佳制作人的这种格式，雷德利 · 斯科特，和其他伟大的人才: • 伊莎贝尔 Coixet 主任: 有导演蒂姆罗宾斯、本 · 金斯利、朱丽叶 · 比诺什, 丹尼斯 · 霍珀... · 阿尔贝托 · 伊格莱西亚斯，音乐作曲: 月次奥斯卡提名。 • 哈维尔 Mariscal，海报设计: 巴塞罗那奥运会创造的企业形象和吉祥物。设计奥斯卡提名动画电影 'Chico 和 Rita'。一部完全由真正的西班牙人，使伟大的业内专业人士将只是利用方方面面的工作并使其感情和娱乐性。 campofrío 的定位便成为落实所有的电影通过打开和关闭它的索赔:“没有，没有人来阻止我们享受的生活”。
一天中的西班牙
案例简介：Execution Clips were to be recorded and sent in one single day, so 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 an film festival... All, to highlight the importance, dimension and fan part of the project to make people realise how big it was.Finally, there were 4 big questions Spaniards had to answer in their clips:•What do you love.•What do you believe in.•What do you dream of.•What do you fear.Also, prescribers’ messages from TVE’s own team and not were aired both integrated in programs and in self promotion blocks. Relevancy By integrating the brand’s positioning into a film’s theme and involving Spain’s public TV (TVE) in producing and promoting it, we extended brand impact further than any ad campaign.We were present for more than a year throughout all TVE’s network channels and program schedules: news, entertainment, culture, etc.Partnering with TVE gave the film a national quest-like image which made it more valuable for audiences and prescribers.It proves getting involved in content creation as a brand can return great results in quantitative (extended presence, impact) and qualitative terms (integration into regular content consumption as natural content). 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. 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. Strategy The objective was to reach an audience as wide as possible: we wanted all 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 you would any high class movie, making it as big as possible by hiring world-class professionals: life clips by Spaniards needed a big production touch, not a social network-like one. One more incentive to send your clips: it was going to be material for Isabel Coixet, 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. CampaignDescription We thought the best way to celebrate Spain’s way of enjoying life was having Campofrío produce the first-ever co-created movie 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’.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”.
Spain in a Day
案例简介：执行 剪辑是记录和发送的每一天，所以我们需要建立了实现这一时刻。人们不得不对此感到不耐烦，我们便提前几周。这样人们可以从学习。日之前，主任和处方等分别参加了电视几乎每天都给提示，坚持要求的最后期限，具有世界先进水平的专业人员，在真实世界中一个电影节首映...都强调，尺寸和风扇的项目，使人们意识到他有多大了。最后，还有月大西班牙人来回答的问题的片段: • 什么你喜欢。 -你相信。 • 你的梦想。 -你怕什么。此外,Prescribers' 信息技职教育自己的球队而不播放了两个集成的方案以及在自我提升块。 相关性 通过集成的品牌定位成电影的主题，包括西班牙的公共电视 (乡镇) 生产和促进它，我们与品牌的影响比任何广告。我们参加了一年多来，全国所有乡镇的网络频道和节目时间表: 新闻、娱乐、文化,等等。开发计划署同国营电视台给电影一个国家寻求般的形象，使其更有价值的观众和处方。它证明了介入内容创建的品牌可以出色的业绩的数量 (长期驻留的影响) 和质量 (融入正规内容消费的天然成分)。 结果 -23 名人犯 + 75 米赚媒体的影响。 -我们收到 22,638 剪辑的人一天就没有动力 (只为项目的一部分) 约 138,828 分钟的录像。 -3700万的影响,94% 个月岁以上人口 'Spain 日达到 3.5 倍的回忆 Campofrío 的比任何其他活动。 概要 Campofrío 是历史的西班牙品牌与许多国家的产品目录中的西班牙人真正喜欢 (火腿猪肉腊味 salchichón 等等)。与精髓为核心,品牌定位都是针对多年来在庆祝 Spaniards' 生活方式与公司宣称: “我们没有，没有人来阻止我们享受的生活”。之前介绍，这一理念的各种活动和内容的品牌著名的国家级幽默。但现在他们想把这些庆祝很多情感层面和做的附加值，人们愿意去试既自豪和娱乐的原因。 campofrío 的目的是要谈到最少有标准的投资。这车和参与的全国对话。 战略 这样做的目的是达成尽可能广泛的受众: 我们希望所有西班牙人参加送夹子，感到乐观，甚至还值得骄傲的成就是怎样理解生活。首先是将这种项目，就像任何高类电影，使它的大，通过聘请国际级专业人员:生活片段的西班牙人所需的大制作，没有一个社会网络状。一个奖励送您的剪辑: 是将材料的伊莎贝尔 Coixet，但是! 最好的方式，参与了把公共电视网络 (乡镇) 的项目的一部分, 这样就会有一个国家寻求般的形象，使它更具吸引力的处方，专业人士,观众和参与者。一旦技职教育成为合作伙伴，我们去籽，整个网络的内容和项目计划。 活动描述 我们认为最好的方式来庆祝西班牙享受生活的方式正在 Campofrío 生产首次共同创造了电影的西班牙人的本身告诉我们的电影剪辑。我们和最佳制作人的这种格式，雷德利 · 斯科特，和其他伟大的人才: • 伊莎贝尔 Coixet 主任: 有导演蒂姆罗宾斯、本 · 金斯利、朱丽叶 · 比诺什, 丹尼斯 · 霍珀... · 阿尔贝托 · 伊格莱西亚斯，音乐作曲: 月次奥斯卡提名。 • 哈维尔 Mariscal，海报设计: 巴塞罗那奥运会创造的企业形象和吉祥物。设计奥斯卡提名动画电影 'Chico 和 Rita'。一部完全由真正的西班牙人，使伟大的业内专业人士将只是利用方方面面的工作并使其感情和娱乐性。 campofrío 的定位便成为落实所有的电影通过打开和关闭它的索赔:“没有，没有人来阻止我们享受的生活”。
Spain in a Day
案例简介：Execution Clips were to be recorded and sent in one single day, so 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 an film festival... All, to highlight the importance, dimension and fan part of the project to make people realise how big it was.Finally, there were 4 big questions Spaniards had to answer in their clips:•What do you love.•What do you believe in.•What do you dream of.•What do you fear.Also, prescribers’ messages from TVE’s own team and not were aired both integrated in programs and in self promotion blocks. Relevancy By integrating the brand’s positioning into a film’s theme and involving Spain’s public TV (TVE) in producing and promoting it, we extended brand impact further than any ad campaign.We were present for more than a year throughout all TVE’s network channels and program schedules: news, entertainment, culture, etc.Partnering with TVE gave the film a national quest-like image which made it more valuable for audiences and prescribers.It proves getting involved in content creation as a brand can return great results in quantitative (extended presence, impact) and qualitative terms (integration into regular content consumption as natural content). 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. 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. Strategy The objective was to reach an audience as wide as possible: we wanted all 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 you would any high class movie, making it as big as possible by hiring world-class professionals: life clips by Spaniards needed a big production touch, not a social network-like one. One more incentive to send your clips: it was going to be material for Isabel Coixet, 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. CampaignDescription We thought the best way to celebrate Spain’s way of enjoying life was having Campofrío produce the first-ever co-created movie 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’.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”.
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： 海报/平面
- 广告语言： 西班牙语
- 媒介平台： 网络
- 获得奖项：
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