In our campaign, "Gitana," we've chosen as a brand alter ego an object from Andalusian culture that's heavily stereotyped: the flamenco doll souvenir. Through a contemporary fable, we depict her journey to self-affirmation, culminating in a encounter with Camarón de la Isla. In this scene, we can once again hear his real voice, thirty years after his passing.But how?

In 1989, in Seville, for months, a flurry of great artists lent their talent to the God of flamenco music. The legendary album "Soy Gitano" was in the making, the one recorded by the artist with the Royal Philarmonic Orchestra.

Amidst all that hustle and bustle, there was an exceptional witness: Cruzcampo beer. It was during one of those buddy moments after those marathon recording sessions that Camarón improvised this bulería song. It was his way of paying homage to the beer that had provided them with so many good times.

"Gitana, a heavily accented fable," tells the journey of a flamenco doll as she reconnects with her roots. Her awakening is triggered when she hears Lola Flores, one of Spain's most famous artists, say on television, Your accent is your treasure, never lose it. The doll, hidden away in a dusty corner, comes to life and humanizes herself (performed by Carmen Avilés, a young flamenco dancer). From there, she embarks on an almost instinctive journey to reunite with her own kind.

In this journey, the doll comes face to face with Camarón de la Isla, the most important artist in the history of flamenco music. In that dreamlike scene, we can hear his real voice again thirty years after his death. During the campaign's creation process, an unpublished recording of the artist dedicated to Cruzcampo beer was discovered.

“Gitana” was designed to be a cultural phenomenon, a cult campaign deeply rooted in the south with homages, winks and cultural references. For those who are not from Spain, some of these symbols may go unnoticed, but having Lola Flores, El Pali, Martirio and an unrealised song by Camarón de la Isla together in one film is extremely meaningful.

In addition, we surrounded ourselves with the new Andalusian cultural scene to bring it to life. Designers, musicians, artists, filmmakers and creators brought credibility to the campaign. Layers and layers of subtext designed to spark conversation, generate content and entertain consumers.

Haute couture designer Leandro Cano created the protagonist's dress. And Triana Ramos, Rosalia's official choreographer, was responsible for the dance scenes.

Finally, the installation of a mysterious giant flamenco doll in the center of Madrid served as a kick-off and boosted our media reach.

The PR execution is divided into three phases:

• The release of a teaser three days before the campaign involving an 8-meter Flamenco doll in Madrid’s city center arousing the interest and conversation in social and mass media. "What brand is behind the doll and what are they telling us?"

• As the campaign was released, the focus was set to massively amplify it and help to the better understanding of the story of our doll that by coming into life and meeting her roots (Camarón), she demonstrates that the accent is much more than a way of speaking, it is an attitude.

A follow-up phase is intended to focus on the unreleased song by Camarón de la Isla through a documentary where music producers and artists talk about the improvisation of the song and his magic.

• A PR event to tell KOL more in depth about the campaign.

The campaigned achieved amazing results:

PR media value is 7.855.308€ (+42% vs Total Media Value LY), 612 media outlets reaching a potential audience of 1.036 million.

In social, the campaign achieved +2,8Kmentions, + 880M estimated reach and a 87% of positivity. And most important, we got zero negative comments regarding a disgusting flavor of the product.

The street marketing action, “the giant Flamenco doll” was a bombshell that generated 96 videos and mentions.

In Instagram, the spot achieved the highest number of organic views in Cruzcampo history (3,2M vs the 1M views of Heavily Accented previous ad).

The Brand Power increased +0,26 at national level and +0,77 in Andalusia vs LY.

Moreover, the campaign achieved an effect on Cruzcampo Pilsen FOOD sales strengthening its position in Andalusia: +1,4% growth in volume vs LY, +0,4%market share, +3,5%rotation. Likewise, in HORECA Cruzcampo Keg got +1,2% growth in rotation.