TWO GUYS GO TO THE CINEMA
Title | TWO GUYS GO TO THE CINEMA |
Brand | CINEMES TEXAS |
Product/Service | DOS TIPOS VAN AL CINE |
Category |
B02. Public Affairs & Lobbying |
Entrant
|
THE CYRANOS//McCANN Barcelona, SPAIN
|
Idea Creation
|
THE CYRANOS//McCANN Barcelona, SPAIN
|
Credits
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.
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 bigmedia,which amplified largely the range ofthe 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.
The Situation
Because it is a protest campaign capable of replanning a law. A campaign that is easily noticeable that has
generated much more repercussion in the media than if the complaint had been pushed forward through traditional
channels —protests, demands on newspapers, etc.
The Strategy
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.