| Title | THE ICON KING |
| Brand | THE WALT DISNEY COMPANY |
| Product/Service | THE LION KING |
| Category |
D05. Special Build |
|
Entrant
|
HAVAS Madrid, SPAIN
|
|
Idea Creation
|
HAVAS Madrid, SPAIN
|
|
Media Placement
|
HAVAS MEDIA Madrid, SPAIN
|
Credits
| Jesús Lada |
Havas |
Chief Creative Officer |
| Antonio Simón |
Havas |
Creative Director |
| Gonzalo Téllez |
Havas |
Creative Director |
| Montse López |
Havas |
Art Director |
| Cristina Valle |
HAVAS |
Art Director |
| Natalia Parra |
Havas |
Copywriter |
| Mónica Casado |
Havas |
Art Director |
| Elsa Sánchez |
Havas |
Account Director |
| Carmen Díaz de Bustamante |
Havas |
Account Executive |
| Raquel Pérez Navas |
Havas |
Production Manager |
| Alba Somoza |
Havas |
Agency Producer |
| Cesar Manzanera |
Havas |
Social Media |
| José Xeng |
Havas |
Social Media |
| Elizabeth Wilhelm |
Havas |
Social Media |
Cultural / Context information for the jury
The Spanish bull is considered to be the "king of beasts". Historically and culturally, the bull holds a special place in Spain’s incredible wildlife. The Osborne bull is Spain’s most emblematic image. There are 91 billboards on roads and highways across the country. Their importance is such that Congress gave them a pardon from legislation effectively banning roadside advertising. Until now, there was no other billboard like it on Spanish roads.
The campaign took its inspiration from the Spanish Toro Bravo since in Spain it is considered the "king of beasts”. However, the lion is considered to be the king of the jungle and, as the film’s central message proclaims: "He has returned to take his rightful place". By replacing the bull with the lion, we sent out a very powerful and direct message to the public: the lion is the new king of beasts in Spain