| Title | Delicious Calm |
| Brief | Spanish women are on the verge of a nervous breakdown. The solution? Eat more turkey. Yup, scientists say turkey contains a substance that enhances well-being. So sliced turkey brand Pavofrio came up with a restaurant that served only stress-reducing ingredients. On a TV ad, women ordered dishes like “I Didn’t Go to the Gym Because I Couldn’t Be Bothered”. Not content with that, the brand opened the restaurant for real and filmed the results. How about a plate of “I’m Still Single and I Couldn’t Care Less”? A guilt free, stress free and of course delicious branded experience. |
| Agency |
McCann Spain
|
| Campaign |
Delicious Calm
|
| Advertiser |
Campofrío
|
| Brand |
Pavofrío
|
| Posted | September 2017 |
| Business Sector | Food
|
| Story | For years, Pavofrio has been advertising over and above mere product benefits.The brand is proud of its commitment to women and offers a point of view on their situation. Thus becoming a megaphone for reporting different mandates they face, consciously or unconsciously.Pavofrío defends women’s freedom to be whatever they choose, provided it makes them feel good, fulfilled and happy.One of the most relevant tensions when it comes to understanding why women expect so much of themselves and feel so stressed to do all they have to do was “GUILT”, so how could we make women aware of the need to shake off that stress? How could we generate the optimal conditions?By creating a space where they could express themselves freely, …… ……. say out loud what they usually only say under their breath.To show kindred spirit and understanding. To play things down and “destress” themselves. Because, in fact, if they don’t manage to get everything done, if they fail to live up to expectations, IT’S OKAY, IT’S NOT A PROBLEM. |
| Problem | One of the most relevant tensions when it comes to understanding why women expect so much of themselves and feel so stressed to do all they have to do was “GUILT”, so how could we make women aware of the need to shake off that stress? How could we generate the optimal conditions? |
| Media Type |
Print
|
| Executive Creative Director |
Raquel Martínez
|
| Executive Creative Director |
Jon Lavin
|
| Copywriter |
Lorena Álvarez
|
| Copywriter |
Héctor Losa
|
| Art Director |
Lorena Álvarez
|
| Art Director |
Héctor Losa
|
| Production Company |
Harry
|
| Director |
Dionisio Naranjo
|
| Production Company Producer |
Tay Sanchez
|
| Agency Producer |
Martin Beilin
|
| Agency Producer |
Guzmán Molin-Pradel
|
