Cannes Lions

SAMSUNG M310V BY JORDI LABANDA

OMD SPAIN, Madrid / VODAFONE / 2010

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Overview

Entries

Credits

Overview

Execution

We proposed an exclusive, artistically-composed cover for Yo Dona. We wanted to give its readers a new Jordi Labanda design: a new woman’s silhouette with the unmistakable stamp of Mr. Labanda, but inspired by a real woman - a coverwoman. The singer Mai Meneses, then enjoying outrageous success as the lead singer for the group Nena Daconte, was chosen.We created a double cover – using the original layout with a real photo of Mai and then the Labanda design superimposed on that composition. We used the back cover to display a second design of the singer with a 180-degree initial perspective change, a “back shot” where the ad lines stood in for the editorial headlines.Inside the magazine, we managed to get the very unlikely artistic association between Jordi Labanda and Vodafone to be the protagonist of a long exposé. This was an experience that allowed us to gather a ton of unpublished material with which to generate a viral online campaign.

Outcome

The artistic alliance between the world of music and design turned the launch into a collector’s item for fans and trendsetters. On the net, there were one million direct hits from the core target group and some 5,000 plus from direct references. This was an advertising return tripling our investment, leading to a successful sales results.

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