| Title | ASHES |
| Brand | CAMPOFRÍO |
| Product/Service | CAMPOFRÍO |
| Category |
A03. Storytelling |
|
Entrant Company
|
McCANN MADRID, SPAIN
|
|
Advertising Agency
|
McCANN MADRID, SPAIN
|
|
PR Agency
|
LLORENTE & CUENCA Madrid, SPAIN
|
|
Production Company
|
LA JOYA PRODUCCIONES Madrid, SPAIN
|
Credits
| Mónica Moro |
Mccann Madrid |
Chief Creative Officer |
| Raquel Martínez/Jon Lavín |
Mccann Madrid |
Executive Creative Directors |
| Rafael Quílez |
Mccann Madrid |
Art Director |
| Jon Lavín |
Mccann Madrid |
Copywriter |
| Jesús Martínez Soria |
Mccann Madrid |
Account Director |
| Javier Gonzalo/Veronica Fiz |
Mccann Madrid |
Account Managers |
| Martín Beilin/Guzmán Molin Pradel |
Mccann Madrid |
Agency Producers |
| Pedro Lazaga |
La Joya |
Director |
| Maripaz Lara |
La Joya |
General Director Of Production Company |
| Sara Hernandez |
La Joya |
Executive Producer |
| Guillermo Arce |
La Joya |
Postproduction Manager |
| Pedro Miguel Alarcon |
La Joya |
Producer |
| Jaime Turnes |
La Joya |
Production Manager |
| Esther Cardenal |
La Joya |
Post Production/Editor |
| Jaime Lobera |
Campofrío |
CHIEF MARKETING AND SALES OFFICER |
Creative Execution
Campofrío faced the biggest crisis a company can face: 981 families without their jobs as well as
many indirect jobs . The company would have production problems and stocks would not last long,
meaning the loss of leadership on supermarket shelves.Campofrío had to move forward to once again
become the leader in the sector. It had to rise from its ashes. A crisis cabinet was created and campaigns were produced with the aim of relieving the workers' desolation, assuaging the authorities' concern and boosting consumer support.
Ashes closes the crisis actions taken by Campofrio. It invites workers to join the new factory with
everyone's support and the ashes of the previous factory give it an 'indestructible' nature.
Involving the Campofrio workers in the 'new' company effort has taught us several things. We have
learned that we are not alone. We have learned to be consistent in our positioning, to praise the
courageous commitment of the company; but above all we have learned that it is possible to create
a brand which is proofed against any type of crisis.
Summary of the Campaign
In recent years, Campofrío has won over consumers with its now traditional Christmas campaign.
Supporting them in their everyday problems and encouraging them to continue to maintain that
spirit that characterizes Spaniards: 'Let nothing and no one deprive us of our way of enjoying life'.
In 2014 Campofrío had the same request, to make a very Spanish campaign, very brand-centric,
about how proud we are to be how we are. The campaign was ready to air, but then, on 16th
November, something no-one expected happened.