Title	SMILE OF THE SUN
Brand	PROMOTUR TURISMO DE CANARIAS
Product/Service	EL MEJOR CLIMA DEL MUNDO
Category	D02. Use of Co-Creation & User Generated Content
Entrant	PHD MEDIA SPAIN Madrid, SPAIN
Idea Creation	PHD MEDIA SPAIN Madrid, SPAIN
Media Placement	PHD MEDIA SPAIN Madrid, SPAIN

Name	Company	Position
Fatima Valverde	Phd Media Spain	Project Manager
Andres Garcia	Phd Media Spain	Creative Director
Matias Mateu	Phd Media Spain	Team Account Director

The Campaign

The travel category has a reputation for its identical communications. It’s a category full of “great local cuisine”, “great weather”, “great activities” and “great places of interest”. However, whilst most European tourist destinations focus on showing their virtues, icons and monuments, none of them powerfully portray the climate experience of living there. As an all-year-round destination, the Canary Islands are widely considered to have the best climate in the world. This meant that we could uniquely focus on that angle for tourist looking for a sunshine holiday at ANY time of the year. But how could we bring that to life without falling into the category cliché trap ourselves?

Creative Execution

With the support of Francesc Bailón, an anthropologist who specializes in Eskimo communities, we created a 25 minute documentary which captured the behaviour and reactions of an Eskimo family travelling from Kulusuk in Greenland (a remote village of 300 inhabitants) to the Canary Islands (a 4,500km journey). Along the way it documented their heart-warming reactions to situations which are everyday for us but totally new for them – such as swimming in the sea, hugging a tree or going barefoot in the sand… The film’s pre-launch launch was promoted through blogger outreach and influencers in social networks who, interested about the project of the documentary, spread the word among their followers. We then formally launched the film theatrically in a Madrid movie theatre. Bloggers and journalists from the main media were invited to the event as well as the scheduling managers from different TV channels, so the diffusion was amplified.

• Traffic to Canary Islands tourist information increased +139% YOY and the campaign has delivered a response 39% greater than any previous Canary Islands tourism campaign • More than 75,000 viewers watched the entire 25 minute documentary (in one of the 15 languages it was translated into). • A further 350,000+ viewers watched the 3 minutes version

The documentary was mentioned in the main News reports in Prime Time nationwide, in talk shows and many interviews in Radio stations, press and blogs. The film went on to receive 1500 unpaid mentions in the mainstream media, creating a total value of non-paid media of €1,800,000

Insights, Strategy and the Idea

We decided that the best way to bring to life how great the Canarian climate is was to bring to life the contrast between the BEST climate in the world and the HARSHEST. We decided to play with the extreme contrast in weather and cultural differences from distant locations by taking people from the toughest climate on Earth and placing them into the glorious sunshine of the Canary Islands. We would take a family of eskimos from Greenland who had never left their small village and bring them to spend a few days in the place with the best climate in the world. From conception, the idea was designed as a long-form content idea which would allow those watching the time to engage and empathize with the eskimo family – something that would be impossible in a 30 second TV ad.