| Title | EITB - EMBARAZADOS |
| Brand | EITB - SIN IR MÁS LEJOS |
| Product/Service | EITB - SIN IR MÁS LEJOS |
| Category |
A02. TV & Broadcast: Fiction & Non-Fiction |
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Entrant
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THE CYRANOS//McCANN Barcelona, SPAIN
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Idea Creation
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THE CYRANOS//McCANN Barcelona, SPAIN
|
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Media Placement
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THE CYRANOS//McCANN Barcelona, SPAIN
|
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PR
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THE CYRANOS//McCANN Barcelona, SPAIN
|
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Production
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THE CYRANOS//McCANN Barcelona, SPAIN
|
Credits
| Leandro Raposo |
THE CYRANOS // McCANN |
CREATIVE PRESIDENT |
| Pablo Colonnese |
The Cyranos // McCann |
Executive Creative Director |
| David Fernandez |
The Cyranos // McCann |
Creative Director |
| Joaquin Espagnol |
The Cyranos // McCann |
Creative Director |
| Fernando Riveros |
The Cyranos // McCann |
Art Director |
| Matías López Navajas |
The Cyranos // McCann |
Copy |
| Eduard Cubel |
The Cyranos // McCann |
Art Director |
| Jaume Rufach |
The Cyranos // McCann |
Copy |
| Carlos García-Munté |
The Cyranos // McCann |
Copy Junior |
| Xavi Teruel |
The Cyranos // McCann |
Art Director junior |
| Fernando Diago |
The Cyranos // McCann |
Art Director junior |
| Alba Riart |
The Cyranos // McCann |
Production Manager |
| Bea Cañete |
The Cyranos // McCann |
Producer |
| Oriol Bombí |
The Cyranos // McCann |
Head of Strategic Planning |
| Mònica Martorell |
The Cyranos // McCann |
General Director |
| Anna Gil |
The Cyranos // McCann |
Head of Account Services |
| Fernanda Pierri |
The Cyranos // McCann |
Head of Client Services |
| Primo Madrid |
Primo Madrid |
Production Company |
| Sepia & Martin Kalima |
|
Director(s) |
| Ramon Corominas & Eva de Lera |
|
Executive Producer(s) |
| Idea Sonora |
Idea Sonora |
Sound Production |
The Campaign
Both in people’s lives and in news programmes, some news is hard to deliver and hard to have to hear. Based on this insight, the campaign reports hard news exactly the same as in everyday news programmes, mixed in with real-life situations. Like the Panama Papers, or the candidacy and the real possibility of Donald Trump becoming President of the United States.
Creative Execution
The campaign consists of two pieces. Each one shows a dramatic situation of real life in which the protagonists arrange to give harsh news to a loved one (a pregnant teenager who is 16 years old, the death of the family dog).
Through the advertising campaign EITB- Without going any further, the show's ratings increased during the emission by 30%.
In addition, there was an increase considered web visits and increased participation of viewers during the program, one of the best television channel advertising campaigns of the year.
SIML aims to offer a quality TV product based on journalistic accuracy. Which is why we are delighted to present the concept “the truth, however much it hurts us”. In spite of the hard-hitting material, the communication takes a humorous angle, which helps to bring the message home, without sacrificing its forcefulness.
Nobody wants to hear that there are people who make billions of dollars and pay next to nothing in tax. And nobody wants to hear that some guy whose speeches are full of xenophobia, militarism and racism stands a real chance of being elected President of the most powerful country in the world in 2016. Every day, there is news that is hard to have to report, but it is necessary to know about it.