| Title | THE ICON KING |
| Brand | THE WALT DISNEY COMPANY |
| Product/Service | THE LION KING |
| Category |
F04. Social Behaviour & Cultural Insight |
|
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 Osborne bull is probably Spain’s most emblematic image. There are 91 billboards on roads and highways across the country and since Congress and the Supreme Court awarded it the status of being of cultural and artistic interest, they are the only billboards to have survived legislation banning roadside advertising.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
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.