In 2012, the president from Argentina,Cristina Kirchner, banned the prosciutto imported. Navidul, the most famous brand of "jamón iberico" of Spain, want to continue to be available of all Argentines. And used the Bilbao Advertising Festival to do so. An action relevant to the brand because it shows Navidul philosophy of sharing goodness with everyone, not accepting boundaries of any kind.

We managed to reach 80% of the festival guests.

• The campaign was widely covered by advertising industry media, including El Periódico de la Publicidad, El Publicista, Marketing News and Control Publicidad.

• High social media impact: increase in the number of fans of the Campofrío Facebook page, over 2,600 views on YouTube, mentions on advertising blogs and thousands of Tweets with the hashtag #arribaeseanimo.

• The Argentinean media also reported on the campaign.