| Title | THE LAST DANCE |
| Brand | MERCEDES-BENZ ESPAÑA, S.A. (SMART) |
| Product/Service | CAR |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
|
CONTRAPUNTO BBDO Madrid, SPAIN
|
|
Idea Creation
|
CONTRAPUNTO BBDO Madrid, SPAIN
|
Credits
| CARLOS JORGE |
CONTRAPUNTO BBDO |
GENERAL CREATIVE MANAGER |
| Gorka Fernández Iriso |
Contrapunto BBDO |
CREATIVE DIRECTOR |
| MILLÁN PÉREZ |
CONTRAPUNTO BBDO |
COPYWRITER |
| ÁLEX BARDERA |
CONTRAPUNTO BBDO |
ART DIRECTOR |
| RAÚL LÓPEZ |
CONTRAPUNTO BBDO |
ART DIRECTOR |
| GEMA CRESPO |
CONTRAPUNTO BBDO |
PRODUCTION MANAGER |
| MELISSA FERRERO |
CONTRAPUNTO BBDO |
PRODUCER |
| VANESSA CASTRO |
CONTRAPUNTO BBDO |
PRODUCER |
| LORENA LANDAU |
CONTRAPUNTO BBDO |
ACCOUNT MANAGER |
| SOFIA CALONJE |
CONTRAPUNTO BBDO |
ACCOUNT SUPERVISOR |
| SARA FERNÁNDEZ |
CONTRAPUNTO BBDO |
ACCOUNT EXECUTIVE |
| NACHO PÉREZ-SOLERO |
CONTRAPUNTO |
ACCOUNT EXECUTIVE |
| BLUR |
BLUR |
PRODUCTION COMPANY |
| GINESTA |
GINESTA |
DIRECTOR |
| MIGUEL PROHENS |
. |
PHOTOGRAY DIRECTOR |
| OEO |
OEO |
MUSIC |
| CONTRAPUNTO BBDO |
CONTRAPUNTO BBDO |
MUSIC |
| BEAT MUSIC |
BEAT MUSIC |
SOUND STUDIO |
| BLUR |
BLUR |
POSTPRODUCTION COMPANY |
| FUEL VIVAKI |
FUEL VIVAKI |
MEDIA CENTRAL |
Why is this work relevant for Entertainment?
The Last Dance is a musical,a genre of entertainment par excellence.As well as creating a spectacular, dynamic musical, we had the perfect ingredients to make it uniquely entertaining:
Traffic restrictions and habits changed by the arrival of electric vehicles are issues affecting society as a whole.For the first time, two famous Spanish actors and influencers became tango dancers, performing to a song with deeply ironic lyrics that remind viewers of everyday situations they have experienced themselves.
This enabled us to make the brand a character in a story which is meaningful for viewers and goes beyond the bounds of advertising.
Background
Urban pollution has become an enormous global enemy. Traffic restrictions are already here, and parking and driving in city centres is becoming extremely difficult.
Describe the creative idea
With this campaign, we wanted to say a grand farewell, with the help of two famous Spanish actors and influencers, Paula Echevarría and Paco León, to a couple of characters who will be banished from our lives forever: a petrol pump attendant and a parking meter attendant. All of this, to the rhythm of a composition, a choreography and an original lyrics.
Describe the strategy
Thanks to the new electric smart EQ, Smart is the best way of getting about in the city due to restrictions imposed because of high levels of pollution. At last, a car that has made parking fees, refuelling and congestion charges a thing of the past. And to leave the past behind, there was just one thing left to do... say goodbye!
Describe the execution
The pieces in the campaign were released on Paco León and Paula Echevarría’s social networks, on smart’s own networks, online video platforms and on the brand website.
The campaign lasted approximately one month.
Describe the outcome
The results of the campaign in terms of coverage/reach were 12,029,115 MM individual users impacted, 56 MM views and more than 3.3 MM 100% views on different video platforms (YouTube, programmes and main video social networks) and 98,245 visits to the smart website. We achieved an outstanding 1 MM views in just one day with the First View action on Twitter.