THE LAST PRESENT

TitleTHE LAST PRESENT
BrandCANARY ISLANDS GOVERNMENT
Product/ServiceHEALTH 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
Name Company Position
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.