We thought the best way to celebrate Spain’s way of enjoying life was having Campofrío produce the first-ever co-created film 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’.

Therefore, 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, we needed to build up towards that moment. People had to feel impatient about it, so we started out weeks ina dvance. This way people could start thinking ahead.

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

There were 4 big questions to answer in the clips:

• What do you love?

• What do you believe in?

• What do you dream of?

• What do you fear?

Creating a movie is a tough and long work, so we had to create several milestones to drive attention during the whole process:

• Pre-launch.

• Call for clips.

• Production.

• Premiere at San Sebastián International Film Festival.

• Theatrical release.

• TV and online release.

- 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.

The project gathered short clips sent by Spanish people on a single day to build an 80-minute film about the way we enjoy life in our country responding to 4 main questions:

• What do you love?

• What do you believe in?

• What do you dream of?

• What do you fear?

It’s a true cultural creation, a documentary in which the brand message is naturally intertwined with the content, giving it meaning and sense while still delivering an entertaining product that actually describes how Spaniards see themselves.

The objective was to reach an audience as wide as possible: we wanted 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 we would any high class movie, making it as big as possible by hiring world-class professionals and premiering in an international film festival. One more incentive to send your clips: it was going to be material for Isabel Coixet and a true theatrical release by her, 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.