Title	MOTHER´S DAY
Brand	CAMPOFRÍO
Product/Service	NAVIDUL
Category	B03. Use of Audio Platforms
Entrant	McCANN SPAIN MADRID, SPAIN
Idea Creation	McCANN SPAIN MADRID, SPAIN

Name	Company	Position
Mónica Moro	McCann Spain	Chief Creative Officer
Raquel Martínez	McCann Spain	Executive Creative Director
Jon Lavín	McCann Spain	Executive Creative Director
Miguel Moreno	McCann Spain	Copywriter
Matías Visciglia	McCann Spain	Art Director

The Campaign

Put a group of expatriate Spaniards to the test and find out whether they preferred serrano ham to spending a day with their mothers.

Creative Execution

HOW WE DID IT: A week before Mother’s Day, we made real telephone calls to our victims that we recorded without them knowing it. We explained that they had to choose between two possible prizes: 1) To have their mother flown over to the city where they lived so that they could spend Mother’s Day together. 2) To have only their mother’s suitcase sent over, but filled with ham. Once the calls were made, we broadcast them on the radio.

Of the 67 calls we made to sons and daughters living abroad, 80% chose the ham over their mothers. We demonstrated that Navidul is always “the thing you can’t resist”, no matter what day it is.

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Insights, Strategy and the Idea

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