Cannes Lions

EXTRA THIN-SLICED HAM

McCANN ERICKSON, Madrid / CAMPOFRIO FOOD GROUP / 2009

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Campofrio’s irresistible thin-sliced ham poses a serious threat to the peaceful, harmonious life of a charming vegetarian family.

To his parents’ astonishment, the teenage boy demands to be allowed to try, if only once, what it is like to eat ham.

The family debate and their decision to embark on this adventure together forms the central theme of this campaign and how, faced with such a choice, they pick Campofrío Finisimas thin-sliced ham, feeling that, as the slices are so thin, the boy’s “sin” will be smaller.

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