Telefonica Print, Case study Behind The Teardrops by McCann Madrid

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Behind The Teardrops

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Industry Telecommunications Services
Media Print, Magazine & Newspaper, Case study
Market Spain
Agency McCann Madrid
Chief Creative Officer Monica Moro
Executive Creative Director Jon Lavín, Raquel Martinez
Art Director Borja Diego
Copywriter Rafael Martinez
Released October 2016


Cannes Lions 2017
Print And Publishing Use of Print: Innovative Use of Print Bronze Lion

Credits & Description

Title: Behind The Teardrops
Agency: Mccann Madrid
Brand: Telefónica
Country: Spain
Entrant Company: Mccann Madrid
Advertising Agency: Mccann Madrid
Chief Creative Officer: Mónica Moro (Mccann Spain)
Executive Creative Directors: Jon Lavín, Raquel Martínez (Mccann Spain)
Art Director: Borja Diego (Mccann Spain)
Copywriter: Rafael Martínez (Mccann Spain)
Account Team: Carmen Marfil, Clara Mateos, Inma Soriano (Mccann Spain)
Photographer: Maurice Mikkers (Freelance)
Entry Summary:
SITUATIONSomething was discovered recently that was to revolutionise the world of molecular biology: each human tear takes on a different shape depending on the emotion that causes it.Emotions like joy or sadness are capable of fashioning a tear by changing its morphology entirely.(news images)Even so, there was still a great deal to investigate, as there are many other emotions that it had not been possible to register.IDEAAt movistar+ we have the widest variety of content, content with which to experience the widest variety of emotions. We proposed taking this discovery to the next level by creating the most extensive visual catalogue of emotions. Because each emotion looks different.