2022
No Joy in Life is Small
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TOURISM DESTINATIONS REGIONS Promotional Film
Synopsis
The new Andalusia Tourism campaign, starring Antonio Banderas:
Is a musical that marks a before and after in the story of the brand and its connection with audiences from up to four different continents.
The creative territory created by Proximity:
Generates an inexhaustible source of emotions, focusing on the concept of joy, a territory that connects Andalusia with all audiences and segments.
| Country | Spain |
Client |
Turismo Andalucía |
| Production Company |
PROXIMITY & Doc7or 7roy |
| Agency | PROXIMITY |
Goals of the film
The importance of small joys:
The new campaign responds to the complexity of the current scenario, a world in constant change after the global impact of the pandemic, in need of hope and optimism.
Joy, dance and music as a segmentation tool:
Under the motto ‘There is no small joy’, the narrative development is carried out through music and dance, through a musical that runs throughout Andalusia, conveying a more positive, vital and attractive message, to conquer the public with its ability to seduction.
Innovative motivational musical pills and activating content:
The spots are transmitted as little motivational story-pills, narrated by Antonio Banderas and danced like a musical.
It also has multiple segmented materials, to drive up to 18 different product segments:
The new creative line aims to create a new brand image, its own visual code and an identity of differential relationship with each consumer. Current, memorable, attractive and elegant.
Target Group
Target:
People over 18 years of age, of medium and medium-high economic level, who travel at least once a year as a couple or family; whose main motivation is the beach, also visiting monuments and museums and, to a lesser extent, shopping and enjoying nature.
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