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Madrid City Council: The Wishing Tree
| See full size 1024x768 px | |
| Released: | May 2008 |
| Advertiser: | Madrid City Council  |
| Agency: | Marketingvivo |
| Country: | Spain |
| Category: |
Public awareness messages
|
| Awards: |
Cannes Lions 2008 Promo Gold
|
| Tags: |
Cannes 2008
Case study
|
Credits:
Type Of Entry: Use of Media
Category: Event and Field Marketing
Title: THE WISHING TREE
Advertiser/Client: MADRID CITY COUNCIL
Product/Service: MADRID CITY COUNCIL
Advertising Agency, City: MARKETINGVIVO, Madrid
Country: SPAIN
Sales Promotion/Advertising Agency, City: MARKETINGVIVO, Madrid
Country: SPAIN
Category: Event and Field Marketing
Title: THE WISHING TREE
Advertiser/Client: MADRID CITY COUNCIL
Product/Service: MADRID CITY COUNCIL
Advertising Agency, City: MARKETINGVIVO, Madrid
Country: SPAIN
Sales Promotion/Advertising Agency, City: MARKETINGVIVO, Madrid
Country: SPAIN
Credit Details:
| Name | Position | Company |
| Sergio Rosemblat | Executive Creative Director | Marketingvivo |
| Luciana Comes | Artistic Director | Marketingvivo |
| Paloma Granero | Media Manager | Marketingvivo |
| Juan Daniel Sever | Strategic Planner | Marketingvivo |
| Marcos Garcia | Creative Director | Grey Madrid |
| Jose Rodriguez Almiron | Producer | Marketingvivo |
Objective:
The Challenge was to find a relevant idea for an event that would involve citizens of Madrid, in the City Council Christmas campaign. A Christmas related idea but not a clichй. We create a concept for a participatory action that fulfilled the challenge: The Wishing Tree that grows with the wishes and hopes of Madrid citizens, for 2008. On that base we built a stunt in the Retiro Park, Madrid's most famous park, located in the centre of the city.
Development:
Starting December 21st, a huge Christmas tree kept growing in the Retiro Park in Madrid, thanks to the participation of the citizens who went to set down their wishes for 2008, written down on helium balloons; the tree got to a height of 32 metres. 21 actors dressed up like gardener elves, with their giant snails, welcomed the visitors, and made the process easy, emotional and fun. This was a very moving experience for all participants. The action ended in a special ceremony, the tree opened up and all the balloons were released: all the wishes flew into the Madrid sky.
Relevance:
By creating a participatory activity, we made Madrid City Council Christmas campaign, more relevant to the citizens A part from the fact of the massive participation, this was a very moving experience, not just for the kids but for grown people, who focused their energy and hopes in the moment that their balloon wishes for 2008 were feed into the tree.
Outcome/Results:
Over 120,000 people participated and wrote their wishes. Over 40,000 people attended the final event of balloons release, great media coverage in main newspapers (El Pais, El Mundo, ABC) and on main TV News. Madrid City Council wants this event to become a tradition at Christmas in following years.