Belén Carrasco from Málaga Film Office presented the fourth presentation, which was in the hands of Pablo García Acón, Co-Founder and EP of the production company Roma and Javier Senovilla, Executive Creative Director of Ogilvy: “Screen Tourism: Andalusian Crush Spot”.
In this presentation, Pablo and Javier presented the creation and production of the spot, the worldwide reach and diffusion of the Andalusia brand. They managed to crush the hearts of those attending the activities. “Crush: that break your heart”.
Javier explained that they represent many people from the Ogilvy agency and the production company in Rome. He thanked the merit behind Lisardo Morán of the Junta de Andalucía, who has given a twist to the promotion of Andalucía. The challenge was to make a campaign that abandoned the sun and the beach, betting on the tourist attraction through culture: what you feel when you step on Andalusia, which makes you crush your heart.
The agency had to take a stand and opted to take a risk, something that “rarely happens”. The whole story had been reduced to postcards of sun and beach and they considered this project to be a diamond in the rough. Javier explained that they presented the campaign under the concept “Andalusia breaks you”, a global concept, which finally became Andalusian Crush. Afterwards, they wanted to transmit the inner message. With this campaign they got in touch with many artists, they went further and put in voice characters that you would not expect.
They showed us the model with which they entered the contest and thought they could go further.
Pablo explained the production through the words: talent, trust, trial/error and time/money. Every decision was made hand in hand with the agency and the client from whom they gained their trust. In addition, he explained the research work through the civilizations that passed through Andalusia, to capture their symbols and typographies that were part of the graphic production and the spot. A brilliant work, where they made crush again in front of the audience.
They talked about the time it took to shoot a shot, because each shot is a work of art. Fortunately they had the time and the money to make it happen.
