This week the creative club has launched another chapter of the Collective Creative programme, in collaboration with Instagram. This time it is dedicated to how to achieve credibility with the help of creators, to get to the essence of Andalusia with those who have sought it out and represent it. This is the key to the credibility achieved by Con mucho acento, Cruzcampo’s campaign, designed by Ogilvy and produced by Primo.
A multidisciplinary work, which has had a special development in Instagram, which has counted on the collaboration of several creators: the graphic artists ‘Habla tu andaluz’, the musical collective Califato 3/4, or the composer María José Llergo. It is the contribution of all of them that gave authenticity to Ogilvy’s previous work and helped the Cruzcampo campaign to go viral on all platforms.
To transmit that essence, an exceptional character, Lola Flores, who convinces of the importance of getting to grips with one’s roots to achieve the best version of oneself, and does so through expressions that “speak” Andalusian, such as “quejío” (complain), “bulla” (noisy) or “bienmesabe”, words that are used, not only as a way of speaking, but “for that pinch and that way of filling the chest with joy”.
With a strong accent, it launches a universal message about the pride of one’s roots, one’s own character and diversity to the new generations through Lola Flores.
The campaign managed to multiply engagement on Instagram by a factor of 3 and exponentially increase the community of followers. The campaign went viral even before the first television broadcast. And it also spread massively via WhatsApp, which meant that many people were able to find out about it.
Through the testimony of three agents involved in the equation, Elena Marcos, brand manager of Cruzcampo; Javier Senovillla, executive creative director of Ogilvy, and Alejandro Korea, founding partner of the collective of creators Habla tu Andaluz, we are going to find out how all the elements are stitched together to achieve a successful campaign.
