Gold Eurobest
Category B01. Brand-led Education & Awareness
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

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

The release of the documentary in the media, has not infringed on any existing regulations in Spain.

Describe the target audience and why your work is relevant to them. Pharma audience types:



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.

Why is this work relevant for Branded Content & Entertainment?


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 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.

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 Pulitzerprize. 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 cancer The 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 outcome

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