The idea was to "hack" the traditional Christmas speech the king of Spain delivers every year and turn it into a series of speeches delivered by "queens" (women of all ages, regions, races, social status and sexual orientation). In this way, we wanted to give women a voice in the political agenda, as well as convey the fact that the real families (as opposed to the royal family - real and royal both translate the same way in Spanish: "Real") prepare real banquets in this season.

o Implementation. We developed a series of 15 ads to give real women a voice. They were featured in a sumptuous official looking desk from which they all delivered their messages on equality. On top of this more real women were invited to participate and record their own Christmas messages through a web-app. We run a FB live event with all these messages on the last day of the campaign.

o Timeline. The campaign run from December 10th to December 26th.

o Placement. See placement form.

o Scale. The campaign spanned across TV, social, digital and POS.

2016 christmas campaign had proved a success by increasing the brand sales in 20% vs 2015. This year we beat those results with a growth of 26%, with 30% less budget. Pescanova's market share grew in 2.7 points.

The campaign was the most seen campaign in Youtube this past christmas, according to Youtube leaderboard, and the 6th in the all-year ranking. It also generated a lot of comments and engagement around the topic of equality and feminism in some of the biggest Spanish speaking online forums. The campaign achieved 37 Million impacts, 13 Million of which were earned impacts.