The presentation “Kisses” began at 11:30 am, within the section dedicated to case studies of APCP producers. Because Victoria Piantini could not attend, there was a last minute change in the program and it was Adriana Piquet, general director of APCP, who conducted the interview with Jetzabel Tapial, head of brand, advertising and audiovisual production of Telefónica.
They were in charge of making a tour of the technological evolution of Spain and Telefónica.
After showing the audience the “Kisses” ad for Telefónica’s 100th anniversary, Adriana asked Jetzabel about the process of this project. The interviewee explained that numerous advertising agencies participated in the paid process. Finally, &Rosàs and Accenture Song were the winners to accompany Telefónica in its centenary.
Telefónica with the campaign “Besos”, creative idea of &Rosàs, wanted to pay tribute to the shared history of the company with the Spanish society and with the aim of making people feel that Telefónica was always present in their lives. Jetzabel recognizes that Agencia &Rosàs is “one of the best agencies I have worked with”.
The production was in charge of the production company Primo, thanks to its team and Nico Pérez as director, achieved a unique piece that reflects the history of Spain.Jetzabel mentioned that the brand platform is called “Imaginémonos”, the territory of imagination has been in Telefónica’s DNA.She added that in the history of advertising the company has anticipated what people were able to imagine and in the 80s and 90s they already launched advertising spots where they talked about telework, telemedicine, internet…
She shared that they applied sustainability processes, developing a Sustainability Plan from pre-production and that they had to modify things to minimize environmental impact and also included diversity criteria.At the end, Adriana highlighted the importance of complying with APCP’s audiovisual production principles. She was grateful that Telefónica was part of the change because she understands that contests and pitches should be remunerated.
