Fiesta Design & Branding, Case study Broken Hearts [image] by Y&R Madrid

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Broken Hearts [image]

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Industry Lollipops
Media Design & Branding, Case study
Market Spain
Agency Y&R Madrid
Creative Group Head Martin Ostiglia
Chief Creative Officer Mauricio Rocha
Creative Director Ricardo Uribe
Art Director Jesus Morilla, David Pascual, Pol Mestres, Andre Sousa Moreira
Copywriter Miguel Provencio, Nicolas Bernaudo
Production Magnetica Films Madrid
Director Joaquín Murad
Released October 2016


Cannes Lions 2017
Media Sectors: Food & Drinks Silver Lion

Credits & Description

Title: Broken Hearts
Agency: Y&R Madrid
Brand: Fiesta
Country: Spain
Entrant Company: Y&R Madrid
Advertising Agency: Y&R Madrid
Media Agency: Y&R Madrid
Production Company: Magnetica Films, Madrid
Chief Creative Officer: Mauricio Rocha (Young & Rubicam)
General Creative Director: Martín Ostiglia (Young & Rubicam)
Digital Development Director: Daniel Saenz (Young & Rubicam)
Head Of Art: Jesus Morilla (Young & Rubicam)
Creative Director: Ricardo Uribe (Y&R Madrid)
Art Director: David Pascual (Y&R Madrid)
Art Director: André Sousa Moreira (Y&R Madrid)
Art Director: Pol Mestres (Y&R Madrid)
Copywriter: Miguel Provencio (Y&R Madrid)
Copywriter: Nicolas Bernaudo (Y&R Madrid)
Social Media Director: David Diaz (Y&R Madrid)
Director: Joaquín Murad (Magnetica Films)
Account Supervisor: Ana Cruz (Y&R Madrid)
Account Director: Jose Agra (Y&R Madrid)
Campaign Description:
Idea:We turned the defective lollipops into a business opportunity and instead of throwing them away, we put them on sale. And so we create Broken Hearts, broken lollipops that help heal real hearts.The money raised went to Fundación Menudos Corazones, a foundation that helps children with hearth diseases.
• ImplementationThe campaign was published in social networks and at the point of sale.• Media channels and integrationStores, website and social networks.• Timelinefrom March 1 to June 30• ScaleSpain
It is relevant because we were able to turn a factory waste into a new media that went to the hands of thousands of Spanish people, and this way we were able to help children with heart diseases.
• Target audience (consumer demographic/individuals/organisations) Kids and parents• Media planningWe launch the campaign on social networks in our own channels. We launch the website. And Spanish influencers helped to spread the message.• ApproachWe sold the product using the image of the children of the foundation, so people could understand that by buying this new product they were helping children with heart problems.
• SituationPiruleta is the most famous lollipop among Spanish kids, by its flavor and heart shape. But in the last few years the brand has lost its market share because the consumer sees the brand as outdated, in image and product innovation. • BriefTo make a campaign that strengthens the brand's link with all the mothers and that can change the perception of the product, making it look like an innovative brand.• ObjectivesGenerate awareness, increase sales and generate conversation in social networks.
In the first months we raised 325,000€.The product sold out sooner than expected and we had to make a second production.The awareness of the brand increased by 32%.Now people see Piruleta as an innovative product and as a brand that does good things for children.