Lope Serrano, director and co-founder of CANADA and Elisa Carbonell, CEO of ICEX explain how a campaign is conceived from start to finish
After a start marked by the voice and speech of Karla Sofía Gascón, the first morning of the XIII APCP Commercial Film Workshop took a completely practical turn. To see —for real— how it’s produced. How a campaign is conceived from start to finish, that is, the presentation of CANADA and ICEX.
This session focused on one of the year’s most talked-about pieces: La causa del accidente que provocó el incendio (The Cause of the Accident That Caused the Fire), a campaign presented by CANADA and ICEX.
In the presentation, Lope Serrano and Elisa Carbonell detailed the process behind the piece and explained that the objective was to position Spain in creativity and audiovisual excellence, and that they bet on the excellence of our talent, second, the impact, and third, giving free rein to creativity; all this entails a risk, but those who don’t risk don’t win.
For her part, Elisa Carbonell highlighted that CANADA won the contest with a risky bid, and that the result, as seen in the presentation, was a fashion film that has become an international piece, whose results speak for themselves.
The common point was clear: the piece demonstrated that the insistence on creativity and having faith in ideas, driven by a freedom that could overflow, ended up being a success with extraordinary results. For both, the case is an example that when you bet big, you can achieve more than 20 awards —in press, London, Singapore, etc.— and, thanks to the success of this campaign, Elisa Carbonell affirms that “we are going to continue doing more to make these things happen.”
The reflection reached by Lope Serrano and Elisa Carbonell, after presenting La Causa del Accidente que Provocó el Incendio, was that making things happen on camera is, in itself, an ode to craftsmanship; and that it’s marvelous when advertising grants these levels of freedom.
