In recent years and, in particular, during the recession, Campofrío has shown the positive side and the ability of the Spanish people to overcome difficulties and appreciating the small, everyday things.

2016 Spain was 315 days without Government, in less than a year Spaniards voted twice due to the inability to agree on their politicians. This time, after a year of discrepancies and disagreements, elections and misunderstandings, it was time to focus on what brings us together rather than what separates us.

Brief: Invite people to join in a collective reflection that also serves as a summary of the year gone by.

• Objectives:

Since 2011 Campofrio’s Christmas campaigns are expected by the Spaniards as the brand gives a message of encouragement and support to all Spaniards. We had to return to be the reference campaign for the Spanish

During the first phases of the campaign, we prepared several materials in different approaches that attracted the media and that leveraged the campaign as one of the most important ones during Christmas. In addition, we managed a scoop with a Tier 1 media outlet in Spain in order to cover the filming of the spot.

Once Christmas was over, the theater play, which meant a totally new way of Brand PR, was highly fostered and we managed to gain the Spanish Tier 1 media attention. Several interviews to the actors and director of the play, who became ambassadors of the brand, were arranged and a private show and a press conference were organized for TV, radio and generalist media so they could report it in all formats.