700 LIVES by Sony Pictures Television for Bristol-Myers Squibb

700 LIVES

Pin to Collection
Add a note
Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Spain
Agency Sony Pictures Television
Executive Creative Director Pablo Perez-Solero. Julio Galvez
Art Director David García Martínez
Released July 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: BRISTOL-MYERS SQUIBB
Product/Service: MEDICATION
Agency: SONY PICTURES RELEASING DE ESPAÑA
Executive Creative Director: Pablo Pérez-Solero (Bungalow25)
Executive Creative Director: Julio Gálvez (Bungalow25)
Art Director: David Garcia (Bungalow25)
Copywritter: Sergio Cuenca (Bungalow25)
Account Director: Marta Larrauri (Bungalow25)
Account Executive: Raquel López De Lacalle (Bungalow25)
Media placement: Prevention ambient - Tv, radio, newspapers - 15 july 2011

Summary of the Campaign
Advanced melanoma is the most mortal type of skin cancer. And the main environmental factor that causes this disease is exposure to sunlight.
The first step to fight against this type of cancer is to raise public awareness about this severe disease that takes more than 700 lives every year just in Spain: lives that are no longer with us; lives that disappear. And they disappear because of the sun. This idea was born half way between art and advertising.
We represented the disappearing of those 700 lives thanks to real scale ice statues that melted during a whole day in the streets of Madrid, turning the whole city into an enormous outdoor advertising medium.

It was an unprecedented ambient marketing action that turned Madrid’s pavements into improvised ephemeral art galleries that managed to catch the attention of pedestrians as well as mass media.

The Situation
Advanced melanoma is the most fatal type of skin cancer. And the main environmental factor that causes this disease is exposure to sunlight.

The first step to fight against this type of cancer is to raise public awareness about this severe disease that takes more than 700 lives every year in Spain alone.

The Goal
Advanced melanoma is the most fatal type of skin cancer. And the main environmental factor that causes this disease is exposure to sunlight.

The first step to fight against this type of cancer is to raise public awareness about this severe disease that takes more than 700 lives every year in Spain alone: Lives that are no longer with us; lives that disappear. And they disappear because of the sun.

The Strategy
This idea was born half way between art and advertising. We represented the disappearing of those 700 lives thanks to life-sized ice statues that melted during a whole day in the streets of Madrid, turning the whole city into an enormous outdoor advertising medium.

We developed a content with a high emotional component and a great capacity for surprise, which helped us to generate the maximum excitement without losing the empathy of the target in such a sensitive subject like this. We also supported this with hostesses and communication material in the places in which we put the ice figures. In this way, we achieve the target of identifying the problems surrounding the melanoma. From here, it was the public opinion, social networks and the conventional and digital media, who spoke of the campaign, dodging the limitations that are associated with this kind of advertising.

Execution
We represented the disappearing of those 700 lives thanks to life-sized ice statues that melted during a whole day in the streets of Madrid, turning the whole city into an enormous outdoor advertising medium.

It was an unprecedented ambient marketing action that turned Madrid’s pavements into improvised ephemeral art galleries and that managed to catch the attention of pedestrians as well as mass media.

Documented Results
- Significant impact on major national newspapers;
- More than 60 online media picked up the action;
- The main radio stations live echoed the news;
- TV - local and national level - were present during the action, resulting in more than 15 minutes of free TVcoverage.