RE_ by McCann Madrid for Acciona

RE_

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Spain
Agency McCann Madrid
Director Marcelo Burgos
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Creative Director Juan Carlos Salas
Account Supervisor Jesus Maroto
Released November 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: ACCIONA
Product/Service: ACCIONA
Agency: McCANN ERICKSON
Date of First Appearance: Nov 2 2009 12:00AM
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL: http://interachtung.com/re/
General Creative Director: Leandro Raposo (McCann Erickson Spain)
Executive Creative Director: Pablo Stricker/Pablo Colonnese/Monica Moro (McCann Erickson Spain)
Creative Director: Juan Carlos Salas (McCann Erickson Spain)
Executive Online Creative Director: Hugo Olivera (McCann Erickson Spain)
Copywriters: Virginia Mosquera / Oscar Martínez / Dan Manases Perales (McCann Erickson Spain)
Art Directors: David Fernández / Adolfo Vallejo / Miguel Angel Carcía (McCann Erickson Spain)
Account Supervisor: Jesus Maroto (McCann Erickson Spain)
Account Executive: Silvia Linde (McCann Erickson Spain)
Technical Director: Enrique Moreno (McCann Erickson Spain)
Agency Producers: Diego Mañas / Josep Roure (McCann Erickson Spain)
Production Company: Garlic Films
Director: Marcelo Burgos
Media placement: TELEVISION - TELECINCO TV - 02/11/2009
Media placement: CINEMAS - YELMO CINES - 02/11/2009
Media placement: NEWSPAPER - EL PAIS - 02/11/2009
Media placement: RADIO - PUNTO RADIO - 02/11/2009
Media placement: INTERNET - YOU TUBE - 02/11/2009

Describe the challenges and key objectives
The purpose of the campaign was to create differentiation for ACCIONA’s message and vision at a time when worldwide financial uncertainty is being compounded by doubts about the soundness and viability of our entire system, leading to the need to re_think and re_view everything considered valid to date.

Describe the brief from the client
The purpose of the campaign was to create differentiation for ACCIONA’s message and vision at a time when worldwide financial uncertainty is being compounded by doubts about the soundness and viability of our entire system, leading to the need to re_think and re_view everything considered valid to date.

Describe how you arrived at the final design
The concept has been transmitted very unconventionally, using different media and formats in a revolutionary way: • The use of an advertising campaign (both outdoor and in the printed media) launched in three stages, two expectation stages and a revelation stage. • A TV campaign, supplemented with an online campaign, based on an exclusive one-day launch (2nd of November, at the time with the highest audience) later moving to the Internet, the only medium where the advert could be seen after that opening day.

Give some indication of how successful the outcome was in the market
An unprecedented success, reaching more than fifteen million Internet users with a volume of more than 117 million hits. • Over a million visits to the campaign microsite re.acciona.com. • More than 850,000 views on YouTube as of this date, with more than 25% of these from international users. • A coverage of more than 17 million unique users (90% of Spanish internet users). • More than 15 million views by means of online advertising and an average frequency of 4.1 hits per user. • On the social networking websites, we achieved more than 9,000 fans on Facebook and the appearance of spontaneous groups around RE_. 15,897 attended the launch event on Tuenti.