Short List
Category B01. Mailing
Name Company Position
Joaquín Espagnol Cheil Worldwide Spain Executive Creative Director
Alfonso Fernandez Samsung Electronics Iberia Corporate marketing director
Ezequiel De Luca Cheil Worldwide Spain Creative director
Nicolás Diaco Cheil Worldwide Spain Creative director
Diego Rodríguez Cheil Worldwide Spain Creative supervisor
Cristina Alonso Cheil Worldwide Spain Creative supervisor
Elenita Hernández Cheil Worldwide Spain Creative
Rodrigo Domínguez Cheil Worldwide Spain Creative
Jose Ortiz Cheil Worldwide Spain Business Lead
Estefanía García Cheil Worldwide Spain Account Manager
Borja Fernández Cheil Worldwide Spain Communication and PR
Freelance for Freelance for Agency producer
Ramón Corominas Lobo Kane Executive producer
Jose C. Martín Lobo Kane Producer
Borja Larrondo Lobo Kane Director
Manuel Arango Lobo Kane Production director
Tucson Tucson Sound studio
Mcnulty Mcnulty Postproduction studio
Lobo Kane Lobo Kane Production company
Luis de la Peña Samsung Electronics Iberia Marketing director
Tomás Alonso Samsung Electronics Iberia Corporate communication manager
Laura Bárcena Samsung Electronics Iberia Communication and PR strategist

Why is this work relevant for Direct?

We wanted to get the attention of the media, that's why we made a special piece to send the most influential journalists. A format that replicated Manu Brabo’s personal files, with the objective to make the recipient feel that he was immersed in the story. The piece was an invite to attend the exhibition and provided journalistic information first hand so that they could cover the news in their newsrooms.


Ten years ago, Samsung started working with the Spanish Federation of Breast Cancer (FECMA), collaborating and promoting different initiatives with the aim of raising funds and supporting research projects. To mark the 10th anniversary of this collaboration, both FECMA and Samsung wanted to do something more: capture the attention of the media to encourage donation and give visibility to all those who fight against cancer. The challenge was to come up with a strong idea, to command attention in the newsrooms and let them see there is another war that goes totally unnoticed: breast cancer. One of the biggest and toughest battles of our time and one that affects 1 in 4 women.

Describe the creative idea

Samsung and FECMA present: War Correspondents on Breast Cancer, an poignant photo report that aims to recognize and give visibility to the commitment and intense work of all those who fight daily against breast cancer. A unique journalistic project, captured through the eyes of the Pulitzer Prize winning Spanish war photojournalist Manu Brabo. He exposes the disease from a never before seen point of view. A report that unites two different but surprisingly similar worlds. An exhibition of 42 photographs, a documentary and a special book in the format of the photographers personal files. For each view of the documentary online and for each download, Samsung donated €1 to FECMA.

Describe the strategy

The goal was to reach the maximum number of people, to increase awareness and donations First we had to capture the attention of the media, so they would talk about the war against cancer. But how did we achieve this when what is newsworthy, is something else completely? When in the media, we see a completely different type of war We looked for a leader for journalists: Manu Brabo. The most important war photojournalist in Spain, winner of a Pulitzer prize. He has been present in conflicts in Libya, Syria, Kosovo, etc. and we turned him into the protagonist of our campaign, along with doctors and the women who live through this war with cancerThe photoreport created by Manu Brabo was covered by the main media outlets in Spain. The campaign was discussed and shared organically on social media. Ultimately, this strategy allowed us to capture the attention of everyone

Describe the execution

War Correspondents on Breast Cancer is a poignant photoreport in which War Correspondent and Pulitzer Prize winner Manu Brabo, covers the war on cancer and portrays it in a way never seen before. As a - 13 minute video documentary covered by the main media outlets and journalists in Spain, such as El País, El Mundo, Forbes, La Vanguardia, GQ, El Mundo, Vice, L’Officiel y otros. • 20s spot for social media, a reduced format adapted to this medium. • Web: www.samsung.com/es/corresponsalesdeguerraenelcancerdemama Where the documentary, digital book were hosted. Direct donation was encouraged. • Digital photo book for download and donation. • Temporary exhibition of 15 photographs to sensitize society about what and how all the people who live and survive the disease feel. • A hashtag campaign #CGCM, to allow people to follow all the content on social media.

List the results

The results were amazing. During the first 15 days of the national campaign, national and international media covered the news. 51,008,265 impressions in media €1.2 M in earned media More than € 100,000 Donated by Samsung 31% Increase in donations to FECMA 187,391 Downloads of the book and documentary views 97% positive comments