Cannes Lions

Ghosts

McCANN MADRID, Madrid / CAMPOFRIO FOOD GROUP / 2018

Case Film
Supporting Images
Supporting Content
Film
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Overview

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Credits

Overview

Description

‘’Lets stop feeding our fears and feed a new type of woman’’, summarizes the four fears that women face in their different life stages, and in most occasions, their way of living.

The social constraints prejudge some lifestyles and they even stablish a role model that supposedly, it is the one to follow if you seek to be happy. Pavofrio shows how social pressure that makes women doubt or fear to not match this role model. Pavofrio aims to show these fears with humor to promote a collective thinking.

Execution

April 5, during the first phase of the campaign, we launched the spot in TV, movie theaters and social media.

We developed a webpage with new ghosts. The goal was to identity oneself with one of those ghosts and share it on social media, while also getting rid of the ghosts by using statistics.

Under the premise of ‘’sharing out loud a fear helps to overcome the fear’’, April 18 we organized an event in which more than 20 women read out loud extracts of great works of literature to get rid of ghosts and show unity against the social fears.

As the last phase, four known illustrators painted the ghosts shown in the spot. The illustrations were made available in the webpage and for every download, Campofrio donated 1€ to the Ana Bella Foundation, an organization that helps and empowers women that have suffered gender violence.

Outcome

The results were good, even better than forecasted

- We achieved over 13 million views on social media

- The webpage reached 171.873 visits. With an average visit-time of two minutes

- 798.595 € worth of ear media

- In less than 48 hours, all 100.000 illustrations were downloaded.

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