Category F04. Social Behaviour & Cultural Insight
Product/ServiceTHE LION KING
Entrant HAVAS Madrid, SPAIN
Idea Creation HAVAS Madrid, SPAIN
Media Placement HAVAS MEDIA Madrid, SPAIN
Name Company Position
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.