Winners & Shortlists


Silver Eurobest

Case Film

Presentation Board

Product/ServicePAY PER LAUGH
Entrant Company THE CYRANOS McCANN Barcelona, SPAIN
Advertising Agency THE CYRANOS McCANN Barcelona, SPAIN
Production Company CANADA Barcelona, SPAIN
Name Company Position
Leandro Raposo The Cyranos Mccann Creative President
Pablo Colonnese The Cyranos Mccann Executive Creative Director
David Fernández/Joaquín Espagnol The Cyranos Mccann Creative Director
Eduard Cubel/Oscar Amodia/Alejandro García The Cyranos Mccann Art Directors
Jaume Rufach/Marc Sánchez/Nil Murtra The Cyranos Mccann Copywriters
Oriol Bombí Mccann Worldgroup Europe/The Cyranos Strategic Planning Director
Alba Riart Mccann Worldgroup Europe/The Cyranos Producer
Marta Grasa The Cyranos Mccann Account Director
Jesús Vergés The Cyranos Mccann Account Executive
Glassworks Post Production Company
Marc Oller Canadá Director
Oscar Romagosa Canadá Executive Producer
Alba Berneda/Laura Serra Canadá Producers

The Brief

Teatreneu is an independent theatre company which has seen an alarming decline in its audiences due to the economic situation and the increase in taxes on arts performances. The aim was to break down consumers’ reluctance to choose a form of leisure like the theatre and so build up audience numbers and at the same time increase average ticket prices.

Creative Execution

Because it got generate an increase in sales.

Describe the creative solution to the brief/objective.

To free people from a complicated decision and get them filling theatre seats again, we designed a ground-breaking, attractive and “fair” system of payment whereby they would only pay at the end and according to the laughs generated by the show.


The average ticket price was up by 6 euros on traditional performances. The system was covered in the leading national media. This generated more publicity and, as a result, 35% more audience. Each Pay Per Laugh performance took 7,200 euros, compared to the 4,400 euros they had been making before. The Pay Per Laugh system is currently being replicated in other comedy theatres around Spain. A mobile app was created to use as a payment system in other independent venues. And the first payment by the number of laughs and not performances was successfully launched.