In Spain, Christmas time is, for advertising, like the Super Bowl in EEUU.

People are expecting emotional messages that move them, campaigns that

represent the feeling and thoughts the year has left in the majorities.

So in early 2022 Sanitas had one goal: to make the best

Christmas campaign of the year in Spain. After many months of hard work

we finally launched a Christmas miniseries of 4 chapters, 3 minutes long each.

The mini series was uploaded in the best content platforms and also aired in prime time TV.

The advertising piece was a one minute teaser with 20 second reductions, one for each chapter.

Each episode of the series narrates the same event in the first person from the point of view of each character, 4 different points of view. Under the direction of awarded film director ISABEL COIXET and

with

TAKING CARE OF EACH OTHER MAKES US HUMAN

An exciting story where we live that impulse that we all have inside

and that makes us human, to take care of the other.

An instinct that is part of us and that is the center of this successful mini series that Sanitas/BUPA presents this Christmas.

Each episode of the series narrates the same event in the first person from the point of view of each character, 4 different and inmersive points of view.

All the brands do Christmas spots, why don't we do a mini series?

Finally a content where the story is not interrupted by the brand, the brand flows naturally in the plot

In December in Spain it is very difficult to differentiate a brand from the high number of Christmas spots that we have on the air. We decided to create a story that is closer to a mini series than to a typical christmas spot. that way we engaged the audience into something that wasn't just advertising.

TAKING CARE OF EACH OTHER MAKES US HUMAN

got very powerful mentions in an organic way, the actors who were part of the casting also shared the series, which made the audience numbers rise in an incredible way.

This Christmas mini series has been directed by the most renowned film director in Spain Isabel Coixet and also has a cast that many famous series do not have. 2 of the miniseries actresses have won 1 Goya award this year: LAI COSTA Goya for Best Actress, SUSI SANCHEZ Goya for Best Supporting Actress. TAKING CARE OF EACH OTHER MAKES US HUMAN is a content series where the brand naturally enters and flows into the narrative without interrupting or distracting the audience. With a masterful direction of photography by MANEL RUIZ one of the famous international DOP from Spain

TV 28M people

Digital Campaign 42M impressions

RRSS +2,5M

+1000 mentions

WE TURN IN A SUPER BRAND

Our format breaks the communication code in the health and insurance sector, innovative and disruptive in content, production and distribution +133,000 visited sanitas.es to request information on their insurance. +1900 commercial interactions, Even though this was an image campaign with no call to action.

TAKING CARE OF EACH OTHER wasTOP OF MIND in Christmas campaigns in Spain:

1) Sanitas 32%

2) after 19.6%

3) DKV 10.6%

4) mapfre 5.4%

The generation of mentions and conversation in RRSS has doubled the average for the advertising sector.