Freixenet Promo, Case study THE SUN COMES OUT by J. Walter Thompson Madrid

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THE SUN COMES OUT

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Spain
Agency J. Walter Thompson Madrid
Executive Creative Director Alex Martinez
Creative Director Carles Puig
Copywriter Oscar Galan
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: FREIXENET
Product/Service: HOMELESS CHILDREN AWARENESS
Executive Creative Director: Alex Martínez (JWT)
Creative Director: Carles Puig (JWT)
Copywriter: Oscar Galán (JWT)
Media placement: TV Commercial - Main Spanish TV Channels - 09 December 2010
Media placement: Conventional Banner Campaign - Several Websites + Spotify - 15 December 2010
Media placement: Music Video Trailer - Freixenet Website - 28 January 2011
Media placement: Banner Re: Exclusive Music Video Premiere - Spotify - 02 February 2011
Media placement: Music Video - Freixenet Website - 03 February 2011

Summary of the Campaign
In the midst of one of the worst economic crises in the history of Spain, we created a campaign which both entertained and benefited society. We wanted to turn the most longed-for ad of the year into a message of optimism for everyone. And, as a company, to practice what we preached. In conjunction with Shakira and her Barefoot Foundation we evolved a campaign which had both; an artistic purpose, as a gift to the audience; and a social objective.
The artistic side consisted of making the official music video of the main song in Shakira’s new album "The Sun Comes Out," and using its preview as our TV commercial. At the same time, we had the world premiere of the music video on our website, as well as a documentary we made on the Foundation and the problems of displaced children.

On the social side, Freixenet and Shakira donated all the campaign money towards building a school in Colombia and another in Haiti.
Results: Over 20 million visits on YouTube and 661,000 links connected to Freixenet and Shakira on Google. Massive impact in all kinds of media. We recieved free media coverage worth roughly 7 million Euros.

The Situation
After 33 years of celebrities starring in the Freixenet’s Christmas campaign, this Christmas, for the first time ever, we created a campaign not only to entertain society but to benefit society.

The Goal
In the midst of one of the worst economic crises in the history of Spain, we wanted to turn the most longed-for ad of the year into a message of optimism for everyone. And, as a company, to practice what we preached.

The Strategy
In conjunction with Shakira and her Barefoot Foundation we evolved a campaign which on the one hand had an artistic purpose, as a gift to the audience, and on the other a social purpose.

Execution
The artistic side of our campaign consisted of making the official music video of the main song in Shakira’s new album "The Sun Comes Out" and using its preview as our TV commercial. At the same time, we had the world premiere of the music video on our website, as well as a documentary we made on the Foundation and the problems of displaced children.
The social part? Freixenet and Shakira donated all the campaign money towards building a school in Colombia and another in Haiti.

Documented Results
- Over 20 million visits on YouTube.
- Over 661,000 links connected to Freixenet and Shakira on Google.
- A massive impact in all kinds of media.
- We received free media coverage worth 7 million Euros.