Skoda Publicidad en TV y cine The Desert Cowboys Proximity Barcelona

The Desert Cowboys

Añadir a la colección
Añadir una nota
Sector Coches
Media Publicidad en TV y cine
Mercado España
Agencia Proximity Barcelona
Chief Creative Officer Eva Santos
Creative Director Ramon Caba, Alba Vence
Art Director Sergio Lahoz, David Casado, Bruno Spagnuolo, Anna de Más
Agencia de production Lobo Kane
Director Paco Caballero
Publicado julio 2017

Premios

Caples Awards 2018
Ambient/Guerilla/Outdoor - Bronze

Creditos y descripciones

Los Cowboys del desierto - #LuchandoContraLaDespoblación
CAMPAIGN: “THE DESERT COWBOYS”

CLIENT: Volkswagen Group
BRAND: ŠKODA
Marketing manager ŠKODA: Albert García
Advertising responsible ŠKODA: Beatriz Gómez
Community Manager ŠKODA: Esther Pérez
Communications Manager ŠKODA: Dani Barro

Agency: Proximity Barcelona
CHIEF CREATIVE OFFICER: Eva Santos
CREATIVE DIRECTORS: Ramon Caba, Alba Vence
COPYS: Anna Soler, Laura Cuni, Jordi Iglesias
ART DIRECTORS: David Casado, Bruno Spagnuolo, Anna de Más, Sergio Lahoz
CLIENT SERVICES MANAGER: Amanda Muñiz
ACCOUNT MANAGER: Arantza Bilbao
ACCOUNT SUPERVISOR: Aida Mateo
ACCOUNT EXECUTIVE: Alba Muñoz
Planner: Patricia Urgoiti
COMMUNICATIONS MANAGER: Laura Carrillo
PRODUCER: Sigfrid Mariné

PRODUCTION COMPANY: Lobo Kane
DIRECTOR: Paco Caballero
DIRECTOR OF PHOTOGRAPHY: Román Martinez de Bujo
EXECUTIVE PRODUCER: Ramón Corominas

MEDIA AGENCY: PHD Media Spain
ACCOUNT MANAGER: Elisabeth Rossell
Media Planners: Álvaro Gutierrez, Bárbara Clemente, Alice Pagano
DATE OF CAMPAIGN 18/07/2017

Synopsis:
BACKGROUND
The Tabernas Desert (Almería) played a major role in the development of the international western industry. Many of the most iconic spaghetti westerns were filmed there. However, once the commercial opportunities of the western had been exhausted, a different reality set in. Since the demise of the western, the villages in the Tabernas Desert have suffered from a lack of job opportunities and poor services and communication links. This has had huge demographic implications for the area – the number of people living here has halved in recent decades, leading to an ageing population and making isolation a real threat to be feared.
IDEA
With the aim of revitalizing the Tabernas Desert (Almería), the automotive brand ŠKODA is launching a campaign called “The Desert Cowboys” as part of its public mobility strategy. The campaign will publicise the issue and raise awareness of the reality villages are facing in this unique landscape. It is proposing two initiatives. Firstly, ŠKODA proposes to solve the problem of the lack of communications and transport by launching a free “stagecoach” service to connect several villages which do not currently have any public transport.
At the same time, ŠKODA has promised to stimulate economic development in the area by getting film stars involved in the issue and promoting the film industry in the region through sponsorship of the Almería Western Film Festival. As the name suggests, this festival is dedicated to westerns, and was launched in 2011 with the aim of repositioning Almería as one of the world’s leading film locations.
To publicise the initiative, ŠKODA has released a western-style video shot on the desert’s original film sets and starring only people who actually live in the desert’s villages. The film recalls the region’s glorious past, explains the reality of present-day life there, and launches a challenge using a device in the style of Change.org – asking for public support for the plan to create a transport service.
The campaign also includes additional audiovisual content, which can be viewed on ŠKODA’s Facebook page and at http://thedesertcowboys.com , describing what life is like for the inhabitants of Almería’s desert and explaining why it is increasingly hard to live in these villages.

RESULTS
The campaign has already been launched so we are waiting for results.