A09. Excellence in Brand Integration into Existing Content
Entrant
THE CYRANOS//McCANN Barcelona, SPAIN
Idea Creation
THE CYRANOS//McCANN Barcelona, SPAIN
Credits
Name
Company
Position
Leandro Raposo
The Cyranos // McCann
Creative President & Founder
Leandro Raposo
The Cyranos // McCann
Creative President & Founder
Pablo Colonnese
The Cyranos // McCann
Executive Creative Director & Founder
Oriol Bombí
The Cyranos // McCann
Head of Strategic Planning
David Fernández
The Cyranos // McCann
Creative Director
Joaquin Espagnol
The Cyranos // McCann
Creative Director
Matías López Navajas
The Cyranos // McCann
Copywriter
Diego Alonso Rodríguez
The Cyranos // McCann
Art Director
Eduard Cubel
The Cyranos // McCann
Art Director
Jaume Rufach
The Cyranos // McCann
Copywriter
Carlos García-Munté
The Cyranos // McCann
Copywriter Junior
Fernando Diago
The Cyranos // McCann
Art DirectorJunior
Xavi Teruel
The Cyranos // McCann
Art Director Junior
Alba Riart
The Cyranos // McCann
Production Manager
Patrícia Franquesa Ruiz
The Cyranos // McCann
Agency Producer
Fernanda Pierri
The Cyranos // McCann
Head of Client Services
Anna Gil
The Cyranos // McCann
Head of Account Services
Natalia Chillon
The Cyranos // McCann
Office Manager
Nico Cabuche
Landia
Executive Producer
Alberto López
Landia
Producer
Martin Rietti
Landia
Director
The Campaign
Cinemes Texas presents the first stage play in the world against a tax for movie theaters. A play that consists of just
a simple thing: two guys sitting in front of a big screen to enjoy a movie. In this way, the spectators will be able to
watch the whole film but paying just the price of a stage play ticket, and in this way, avoid the 21% value-added
tax.
Creative Execution
A campaign against the discrimination towards the film industry; the only form of cultural expression to which the
21% of value-added tax will still be applied to unless we do something about it. A protest campaign for paying at
the movie theaters the same tax that is paid in the other areas of cultural expression. The campaign started with
the advertising and communication of the event.Advertisements were placed on newspapers, calling the audience
to see a special play that was called“Two Guys Go to the Movies”.On the day of the event, people went to the
film/stage theater to see the play and, when they entered, they realized that the play was actually a simple film
projection, but at a lower price.Just one detail, two actors performed a simple stage play before the projection. This
had a big repercussion in the big media, which amplified largely the range of the campaign.
Many of the most important media outlets, channels and news programs of the country echoed the idea, putting the absurdity of the law in the spotlight. The campaign has generated much more repercussion in the media than if the
complaint had been pushed forward through traditional channels —protests, demands on newspapers, etc.
Nowadays, the regularization of the cultural value-added tax in favor of the film industry is present in all political
parties’ and government media’s agenda. An amend to the measure is being evaluated and in the following
months we can expect to see a change in it.
Because it is a creative and fun way of fighting a law. Because it offers the spectators the possibility to watch films with the tax of a stage play.
Unlike other industries —like drama, dance or music—, today, film is the only one that keeps the 21% of
value-added tax. That is why the strategy was to create a campaign that would demonstrate that this differentiated
tax was completely absurd, to generate conscience around the topic and get media repercussion