Cannes Lions

MADE OF TALENT

JWT SPAIN, Madrid / CLEAR CHANNEL / 2015

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Overview

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Overview

Description

The current situation in Spain has led to people losing their self-confidence and no longer feeling proud of their country. In the past, Spain was a hotbed of talent, but the dirty dealings of certain people have led to Spain being associated with corruption and robbery in the eyes of the world, rather than all the talent it contains.

People needed to hear talk again of Spain’s stars, the ones having huge success both at home and abroad. And of course they needed to feel proud to be Spaniards once more.

Execution

ClearChannel and ESIC Business School believe in Spanish talent. But the crisis the country is undergoing means the Spanish have an inferiority complex when faced with the rest of the world. That’s why they asked us to arouse this latent pride.

We began on March 2, 2015 in Spain, Italy and Belgium, with a teaser on outdoor sites showing foreigners claiming to be "Sick of the Spanish". For 10 days we let the rumors and outrage take over the streets and social networks. As it came to a head, we revealed in a press conference on March 12 the campaign’s real objective: if they hate the Spanish, it’s because they have more talent than them. Until June 15th we are inviting all the Spanish to take part in www.madeoftalent.com to find candidates and from July onwards become part of Spain’s new global image, putting faces to this unknown Spanish talent.

Outcome

The indignation was felt in the whole of Spain. Wrecked poster sites, sprayed with paintings of the Spanish flag. The foreign talents of the campaign were threatened by extremist right wing factions.

But it was not just about how many sites were wrecked.

By choosing a media with a provocative message, we spread the campaign to 16 countries and all media. The furor we provoked was reflected in +200 repercussions in traditional media, worth +2.2 million euros (estimated 7 million by the end of the campaign), impacting +70 million people.

In addition, there were 70 million impressions in social and online media, including thousands of Facebook posts and Twitter mentions, as well as +350 award winning talents registered at www.madeoftalent.com, with peaks of +13,000 visitors/ day browsing longer than 3 minutes.

Above all, we roused the pride latent in Spaniards, provoking them to bring out the best in themselves.

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