Cannes Lions
PUBLICIS COMUNICACIÓN ESPAÑA, Madrid / SMART / 2019
Overview
Entries
Credits
Background
A minute’s silence is observed at the beginning of meetings, sports broadcasts and institutional events, to show respect or pay tribute to the victims of a historic event or natural disaster. For the first time in Spain, we broadcasted a minute’s silence on a radio channel to give the last goodbye to gasoline cars, which Smart discontinued since February 2019 due to good results of electric car sales, influenced by climate change, pollution and traffic restrictions.
Execution
We listen to a speaker who calls for a minute’s silence in memory of gasoline, accompanied by a dramatic violin solo which sets the tone for the occasion with its solemn rhythm.
After this, the same speaker announces that this is, in fact, a sponsored minute’s silence to say our last farewell to the conventional combustion engine, a long-time partner which will be replaced by electric cars in 2019.
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