Acciona - "Re_"

McCann Spain

McCann Spain Madrid, Spain

Awards

6824

This ad is part of the ACT Responsible Collection

Brand: Acciona
Country: Spain

Advertiser: Acciona

Title	Re_
Agency	McCann Spain
Campaign	Re_ - Acciona
Advertiser	Acciona
Brand	Acciona
Posted	February 2010
Business Sector	Environmental & Ecological Issues
Tagline	Renewable energies, water, infrastructures
Story	GOAL This year our main objective was to reposition the brand in the mind's consumer taken from his current position, too focused on sustainability from the point of view "green" to sustainability from the point of view "social", ie echoing the new demands that society has for twenty-first century companies. TARGET universal. MEANS Starting out with this already famous mantra of Sustainability, systematically used in almost all languages we find more than 250 verbs that start with RE in Spanish and more than 450 in English, Re_ means to do again, to oppose, to intensify. It is the prefix of almost all of the activities that, in these times of uncertainty, we simply must get started amongst us all. It is an attitude, a commitment, a vision, an invitation to increase awareness and get society involved in everything we want to do together. It is the Acciona Initiative. A meeting point at which societys interests match up with the activities and values of Acciona. The spot, which has the most important roll of this campaign is about the reborn of a man who needs to start from zero reviewing all its attitudes to life, becomes a metaphor for the situation in today's society is. The youtube action tries to use this metaphor in a new way for communicating with the consumers (special actions in the online media).
Media Type	Television & Cinema
Advertising Manager	Pio Cabanillas
Account Director	Jesus Maroto
Chief Creative Officer	Leandro Raposo
Executive Creative Director	Pablo Colonnese
Executive Creative Director	Pablo Stricker
Executive Creative Director	Monica Moro
Creative Director	Juan Carlos Salas
Copywriter	Virginia Mosquera
Art Director	David Fernández
Production Company	Garlic films
Director	Marcelo Burgos