Cannes Lions

ASHES

McCANN MADRID, Madrid / CAMPOFRIO FOOD GROUP / 2015

Awards:

1 Silver Cannes Lions
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Case Film
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Overview

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Credits

Overview

Description

The situation was very bleak. Campofrío faced the biggest crisis a company can face: 981 families without their jobs as well as many indirect jobs (farmers, vets, builders, truck drivers, feed mills...). The company would have production problems and stocks would not last long, meaning the loss of leadership on supermarket shelves.

Any decision taken in haste could sink the company; Campofrío had to move forward to once again become the leader in the sector. It had to rise from its ashes

Execution

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

A crisis cabinet was created and campaigns were produced with the aim of relieving the workers’ desolation, assuaging the authorities’ concern and boosting consumer support.

“Ashes” is the action that closed the crisis cabinet. With it, as well as continuing to express our gratitude for the support received, we opened the door to a hopeful future. The new Campofrío factory. “A much more solid factory that will have risen from the ashes of the old factory and everyone’s support, which will make it indestructible”.

Campofrio workers in the “new” company effort has taught us several things. 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.

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