Page 49 - Advertising Annual 55

CONTRAPUNTO BBDO
True to its public spiritedness, Contrapunto BBDO has also been working with socialist party PSOE, the main opposition party to Partido Popular, which has been in office for the past four years. As the agency gathered momentum for the December 2015 general elections, its aim was to refresh the disillusioned younger generation’s perception of the traditional PSOE, showing the party’s progressive stances on issues such as women’s and workers’ rights.
The agency has done this in two ways. Its first ad targets new voters, aged 18 through 25, using an eye- catching animation that shows issues hindered by the ruling party and how the traditional political party might be the answer. The second ad takes a more confessional approach, in which members of the public speak openly about their needs and wishes. Rather than try to convince, this gentler tactic respects the intelligence of the populace. Here, it is more about listening than talking.
“This is a good example, like la movida, of the agency surfing the wave at the same time as society is changing,” says Ribera de Gracia. “This country has been through a lot of profound changes in the last seven years. In Spain, we call this period the ‘second transition.’ The first was the transition from Franco to democracy—and now, here comes the second.”
According to Ribera de Gracia, the key to the agency’s work connecting on social and political levels is to “understand before working and prepare before
Left: “‘#TheMostSavageCasting’ is an online video detailing a real experiment to raise awareness of the campaign to end the use of wild animals in advertising, film and television productions.” Mimi Margalef, art director; Emma Piquer, writer; Jofre Biscarri/ Carlos De Javier, creative directors; Javier Diaz/Sergio Tomas, strategy; Diana Asenjo/Merce Fernandez/Pol Penas, producers; Mamma Team, production company; Jennifer Berengueras/Carla Cornella/Giovanna Costantini/Haydée Vila, Foundation for the Adoption, Sponsorship and Defense of Animals, clients.
“These print ads explain the Attention Assist system in Mercedes- Benz cars. It recognizes if the driver is tired or not paying attention and suggests that he or she take a break.” Aurora Hidalgo/Raúl López, art directors/writers; Félix Del Valle/Carlos Jorge, chief creative officers; Sofia Calonje/Lorena Landau, strategy; Carlos Marsal, illustrator; Paco Ribera, executive director; Javier Luján, manager of graphic design; Antonia Belenguer/Joaquin Garralda/ Rocio Poggio/Oscar Rubira/Elena Steiner, Mercedes-Benz, clients.
This page: “For an amateur runner, the biggest difference between the start and the finish of a marathon is that on one end, you need a remedy for the symptomatic relief of muscular pain. This series of print ads shows that when the marathon running is finished, you have Reflex, and it’s time to relax and ease those sore muscles.” Carlos De Javier/Jesus Navas, art directors; Sergi Pros, writer; Jofre Biscarri/Carlos De Javier, creative directors; Reme Tobias, strategy; Xavier Pastor, photographer; Elena Molina, Reflex, client.
Communication Arts | commarts.com 49