To define the contradictions that Spaniards live we created a word, ‘’amodio’’, that defines our ability to love and hate one thing at the same time. Because Spaniards are able to love and hate depending on the situation, the time of day or even our mood.

We love and hate social media, we love and hate the Spanish political scenario, we love and hate our soccer team, we love and hate our journalism, our movies, our families… But most important, if we love or hate something, is because we care about it, and if something is important for you, it has a cure (a solution)

The idea was to create conversation and debate around this new concept of ‘’amodio’’ from a positive point of view, with respect and looking both at the present and the future with optimism, highlighting values like tolerance, happiness, respect and solidarity amongst Spanish people.

December 14th we launched four teasers with Spanish celebrities explaining why they both hate and love the activities they became famous for.

December 18th we launched the campaign in which each theme it’s shown by a celebrity that

represents it. Carmen Maura it’s the nurse for all these patients, Risto Mejide (TV host), Joan Manuel Serrat (singer), Baltasar Garzon (judge), Candela Peña (actress), Irene Ville (writer), Ona Carbonell (Olympic athlete), David Broncano (comedian), Estíbaliz Quesada (youtuber), Montserrat Domínguez (journalist), Rafael Santandreu (psychologist), Dani Mateo (comedian) and the deceased Chiquito (acclaimed comedian) and Rocio Jurado (singer). These celebrities are a reflection of the different points of view and opinions of the Spanish people. They reflect what society thinks, feels and expresses.

In January, we presented the final results of the webpage, the shows the feelings of this country.

In just one week, the campaign achieved:

• 4.987.325€ worth of earned media, a never seen before number in Spain.

• 12,8MM views, a record for Campofrio.

• Although we talked about very conflicting subjects, the sentiment was positive (72%)

• A great success in the webpage, where 90% of the users that clicked it completed the survey and stayed in the site for an average of more than 4 minutes.

• The word ‘’amodio’’ began to be used in articles and social media, as another word of the Spanish dictionary. Used in various articles and gatherings that had nothing to do with the campaign.