Title | THE LAST PRESENT |
Brand | CANARY ISLANDS GOVERNMENT |
Product/Service | HEALTH AWANESET |
Category |
B02. Non-profit / Foundation-led Education & Awareness |
Entrant
|
MIENTRASTANTO Santa Cruz de Tenerife, SPAIN
|
Idea Creation
|
MIENTRASTANTO Santa Cruz de Tenerife, SPAIN
|
Credits
Besay Fernández Rodríguez |
Mientrastanto. Agencia de Publicidad Creativa. |
Creative Director |
Anju Lalwani |
Mientrastanto. Agencia de Publicidad Creativa. |
Art Director |
Luismi Febles |
Mientrastanto. Agencia de Publicidad Creativa. |
Copywriter |
Claudia Molina |
Mientrastanto. Agencia de Publicidad Creativa. |
Copywriter |
Ana Ruiz |
Mientrastanto. Agencia de Publicidad Creativa. |
Account Executive |
Adolfo Peña |
Cleyton |
DOP Lighting Cameraman |
Alejandro Morán |
Cleyton |
Camera assistant |
Samuel Vilas |
Cleyton |
Cameraman |
Noelia Ortiz |
Cleyton |
fotography |
Rhoderick Calogero |
Cleyton |
Sound Engineer |
Leticia de Lorenzo |
Cleyton |
Make up |
Why is this work relevant for Branded Content & Entertainment?
This ad is the perfect example of what happens when good content and the perfect moment join. In a moment when COVID-19 is hitting a second time and people is taking the situation less seriously than before it is necessary to remind that we have to be careful with out health and everyone else's. That's why this ad has become viral in less than 24 hours, reaching more than 26 million views and appearing in media from all over the world.
Background
40% of COVID-19 new infections take place in family reunions, according to the latest news. That's why the Canary Islands' regional government was looking for raise awareness within the population in order to get them to respect the sanitary measures in family reunions.
The client wanted to create a shocking and aggressive campaign to make people aware of the risks we take when we don't wear a mask, keep the distance with each other and sanitize our hands constantly.
Describe the creative idea
In the ad we have shown different moments when COVID-19 could be spread in a birthday party between the family members that may not be dangerous before the pandemic. But now things have changed. And this concept is represented in the last present the grandfather gets, a respirator.
Everything is going alright until that moment, when the grandfather opens the last present. After that, we can see the protagonist in the hospital intubated in a coma.
The respirator marks a milestone in the plot and that's the perfect way to make people aware of the risks of being relaxed with the sanitary measures against COVID-19 nowadays.
Describe the strategy
We implemented a digital strategy focused on YouTube, Facebook and Twitter posts. Then, we obtained more than 200 appearances in mass media from all over the world as gained media.
Describe the execution
The ad was published on Canary Island's government profiles of YouTube, Facebook and Twitter. The campaign had a duration of 3 weeks, from 22nd July 2020 to 11st August 2020. In the first 24 hours the spot achieved 2 million views and got more than 26 million total views at the end of the campaign.
Describe the outcome
The spot has gotten 2 million views in the first 24 hours and more than 26 million total views at the end of the campaign.
In addition, the ad has reached more than 70 million people during the campaign and has created a debate all over the world appearing more than 200 times in mass media from 15 different countries and in social media posts.