Based on the movie’s insight:

“Those who are remembered will live on forever”,

we decided to make this wonderful promise a reality.

To achieve that, we invited people to pay tribute to their lost loved ones by going to yoterecuerdo.com with the extraordinary incentive of being able to feature in the closing credits of the film’s master copy.

Including people’s families and friends in the film itself created an irresistible call to action for people to go and watch it.

With such a timeless tribute, moviegoers could bring their loved ones back into our world and into our hearts thanks to the best animated feature film of the year, winner of two Oscars.

People penned thousands of tributes and posted them on the yoterecuerdo.com website. Hundreds of these tributes were included in the closing credits of the master copy of the film itself. So, effectively, the advertising message and the content in which it featured became a single one. This was not just another marketing action latched onto content but instead fully integrated within it.

The film was a box office success, overcoming the forecast for Spain by 37%. Bearing in mind that the box office forecast took into account that December is the month that registers the highest cinema attendance in Spain (representing 10.6% of total cinema attendance - average over the last five years: source AIMC) . It is also the month where most of the year’s biggest blockbusters tend to be released, including Star Wars The Last Jedi, Ferdinand and Jumanji, among others.

Over 2.8 million people went to the cinema to watch the film.

And the film’s emotional engagement became the campaign’s biggest ROI. People opened their hearts, with more than 50,000 posted tributes. In just two weeks, 35,240 personal remembrances were organically collected shared and made viral.