We thought the best way to celebrate Spain’s way of enjoying life was having Campofrío produce the first-ever co-created movie in which Spaniards themselves tell us about it in short movie clips.

We partnered with the best producer for that format, Ridley Scott, and other great professionals:

• Isabel Coixet, director: has directed Tim Robbins, Ben Kingsley, Juliette Binoche, Denis Hopper...

• Alberto Iglesias, music composer: 3 times Oscar nominee.

• Javier Mariscal, poster designer: created the Barcelona Olympics corporate image and mascot. Designed Oscar nominated animation movie ‘Chico and Rita’.

A movie totally created by real Spaniards, in which great industry professionals would work but just by putting the pieces together and making it emotional and entertaining.

Campofrío’s positioning would naturally give meaning to everything in the movie by opening and closing it with its claim: “Let nothing and no-one stand in our way of enjoying life”.

Clips were to be recorded and sent in one single day, so we needed to build up towards that moment. People had to feel impatient about it, so we started out weeks in advance. This way people could start thinking ahead.

Before D-day, director and prescribers were present on TV almost every single day giving tips, insisting on the deadline, the world-class professionals involved, the real world premiere in an film festival...

All, to highlight the importance, dimension and fan part of the project to make people realise how big it was.

Finally, there were 4 big questions Spaniards had to answer in their clips:

• What do you love.

• What do you believe in.

• What do you dream of.

• What do you fear.

Also, prescribers’ messages from TVE’s own team and not were aired both integrated in programs and in self promotion blocks.

- 23 celebrities committed with +75M impacts in earn media.

- We received 22,638 clips from people in one single day with no incentive (just to be part of the project) with an approximate total of 138,828 minutes of footage.

- 37 million people were impacted, 94% of the population over 15 years of age

- ‘Spain in a day’ achieved 3.5 times higher recall than any other campaign by Campofrío.

By integrating the brand’s positioning into a film’s theme and involving Spain’s public TV (TVE) in producing and promoting it, we extended brand impact further than any ad campaign.

We were present for more than a year throughout all TVE’s network channels and program schedules: news, entertainment, culture, etc.

Partnering with TVE gave the film a national quest-like image which made it more valuable for audiences and prescribers.

It proves getting involved in content creation as a brand can return great results in quantitative (extended presence, impact) and qualitative terms (integration into regular content consumption as natural content).

The objective was to reach an audience as wide as possible: we wanted all Spaniards to participate sending clips, feel positive about themselves and even be proud about how we understand life.

First thing was to treat the project as you would any high class movie, making it as big as possible by hiring world-class professionals: life clips by Spaniards needed a big production touch, not a social network-like one. One more incentive to send your clips: it was going to be material for Isabel Coixet, nonetheless!

The best way to drive participation was getting the public TV network (TVE) to be part of the project, so it would have a national quest-like image that would make it more appealing for prescribers, professionals, audiences and participants.

Once TVE became a partner, we seeded the content throughout its network and program schedules.

Campofrío is a historical Spanish food brand with many national products in its catalogue of which Spaniards are truly fond of (ham, chorizo and salchichón sausages, among others).

With that essence at its core, the brand positioning has been focused for many years in celebrating Spaniards’ way of life with the corporate claim “Let nothing and no-one stand in our way of enjoying life”.

Up until the briefing, that philosophy led to all kinds of campaigns and contents where the brand celebrated national humor. But now they wanted to take that celebration to a more emotional level and do it as value added content that people would love to enjoy both for pride and entertainment reasons.

Campofrío’s objective was to be talked about with as little standard ad investment as possible. It wanted to drive and be part of a positive national conversation.