Cannes Lions

A FIREPROOF BRAND

McCANN MADRID, Madrid / CAMPOFRIO FOOD GROUP / 2015

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Overview

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Overview

Description

For Christmas 2014 we were commissioned to produce an eminently Spanish campaign, referring to our pride at being the way we are, under our claim “Let nothing and no one deprive us of our way of enjoying life”.

The campaign was ready to air, but then, on 16th November, something no-one expected happened: Campofrio’s main factory in Burgos was engulfed by fire early in the morning.

We created a Bomberia (or Fire Dept.), where calls were received from all over the country and help and support was offered to extinguish the fires that burn us all.

In this special, delicate campaign, we wanted to have the characters from the previous three years’ Christmas campaigns:

Bomberia is a tribute to the workers of the La Bureba factory, to the firefighters who put out the fire and of course, to the city of Burgos. A tribute from Burgos to the whole country, encouraging us all to find that spirit inside us even at our darkest hours.

With "Ashes" we have learned that we are not alone. We have learned to be consistent in our positioning, to praise the courageous commitment of the company; but above all we have learned that it is possible to create a brand which is proofed against any type of crisis.

Execution

Following its launch on the Internet, it ran on several national television chains from the 24th December. We selected an historic moment, just after the first Christmas message of His Majesty King Philip VI. And an unconventional format of 140”. Over the next few days, reduced versions of 60” would be broadcast.

Ads were published in major national newspapers (El País, ABC, El Mundo, La Razón, La Vanguardia, Marca, El Periodico, Diario de Burgos, Correo de Burgos, Gente and Norte de Castilla). Communicating the start of the campaign the 24th December. And later the print campaign was published. A campaign perfectly adapted to the medium since our emotional firefighters took care of eliminating the “bad news”.

Ashes closes the crisis actions taken by Campofrio. It invites workers to join the new factory with everyone’s support and the ashes of the previous factory give it an “indestructible” nature.

Outcome

1. 80% positive sentiment: the highest attained by the brand, motivated both by the message of the ad itself and the idea of homage to the city of Burgos for users.

2. More than 3.5 million views on YouTube.

3,263,203 Internet views

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