High Five: Spain

Maybe the first thing that I have to say is that I cheated. Yeah, I did. The brief talks about choosing great work from the last three months, but no-one does anything remarkable in August, so I had to select a couple of choices ‘out of date’. By the way, I'm sure you'll like them. I also know this intro should talk about me...what can I say!? I love this job - it lets me know lots of smart people. Usually smarter than me. Every day. I hope you enjoy my selection…

IKEA - 'Stuck in the ‘90s'
Agency: McCann Spain
Production: Landia
Post: Craft
Music: Oeo&Parser

IKEA has changed our lives - or at least our homes - during the last 25 years. To commemorate its anniversary in Spain, it launched 'Stuck in the ‘90s', a reality show on YouTube in which some Gen-Zs had to live in a house from a time IKEA had not arrived yet. I think it is a brilliant branded content idea because it entertains you during its eight chapters...especially if you lived the ‘90s. 

Madrid Fusion - 'Invaluable Food'

This one is not from the last three months, but at least it is a campaign which is not over yet. Madrid Fusion, one of our most exciting gastronomical events, wanted Robert De Niro to star in its next campaign, but it did not have the money for that. So they offered something better - a 23 Michelin Star menu. They also gave him 48 hours to answer. Willing to see what happens in 2022!

Netflix x Money Heist - 'Resuelve LCDP'

‘Money Heist’, or ‘La Casa de Papel’, did a massive OOH campaign amongst Madrid, Barcelona, Milán and México City. With hundreds of different questions, it looked like a puzzle or a challenge, but it became a huge conversation between the brand and the show’s fans.

ALPLA - 'A Website with Infinite Lives'

ALPLA is a company that develops innovative packaging solutions. To raise awareness about the proper use of plastic and the circular economy, they launched the first website that recycles itself to promote sustainability. 

Santander - 'Football Can 2041'

This one is also not from the last three months, but the last four years. To create a communication platform is always a huge challenge. We did it with a simple but strong concept, ‘Football Can’. It allowed us to develop a lot of work for Santander Football sponsorships, which ended with two short films launched on VOD platforms in June.