“Catalonia is one of those tourist destinations where getting lost, getting carried away, improvising … can be even better than having everything programmed. That is why fate is the great protagonist of the new campaign we have prepared for the Catalan Tourism Agency. Fate and, of course, music.”

We are passionate about this job. We are thrilled by good ideas and we struggle first to find and then to make them come true. We want to help build strong brands and we want to do it with ideas that reach and mobilize the consumer. How?
Through emotion, through reason, through television, mobile, paper, an application … through whatever it is but always with ideas that do not leave anyone indifferent, that are effective, that sell.
Without ideas there is no glory.

CHÂRLES

Carles Patrís, Founder and Creative Director at Chârles Bcn

He is also former founder of Clarà&Patrís, and has been Creative Director at Ogilvy&Mather for several years. Awarded at the main advertising festivals around the world like Cannes Lions, NY Festivals, El Sol and FIAP.  He has worked with large international brands such as Audi, Volkswagen, Unilever and Nestlé.

David Pérez , Partner and Creative Director at Chârles Bcn

He is also former Creative Director at DDB Barcelona and Teacher of Creativity in BAU Centro Universitario de Diseño. Awarded at the main advertising festivals around the world like Cannes Lions, NY Festivals, El Sol and FIAP; he has worked with large international brands such as Audi, Volkswagen, Unilever and Nestlé.

Who is Chârles Barcelona?

We are a creative agency established in Barcelona with a strong faith for good creative ideas.

For the travel marketing industry, video is a powerful tool. Why?

Video that engages with the audience, it is indeed a powerful tool. According to studies, video content is more liked and shared by the viewers. At a creative level, video is one of the most thrilling and challenging tools to develop an idea. Thrilling because it allows you to explain a story by choosing many inspiring elements, from the plot to the visual asthetic, through the music. And this is fun! And challenging because you need to explain a story that sticks with a limited time and in an online enviroment where there are many distractions.

Charlês Barcelona is the agency behind the World´s Best Tourism Film 2018 – Route of Fate. Tell us about the creative process behind the whole project and how long it took to make?

The right decision of using a song that people automatically identify with Catalonia was a stepping stone to get an idea that could connect with the audience. After having this clear, we needed interesting characters that could bring the song alive. We came up with an Australian singer, Steve, that was travelling solo and exploring the beautiful spots while writing a diary. A pair of friends would be trigging the audience to go after his notes and explore those places already visited by the main character.
After the idea was approved, the whole film took about 6 months to get produced.

Where did the inspiration for the storyline come from?

Cinema, road movies and series are one of the biggest sources of inspiration. Both the plot and the edition of the movie have been nurtured by cinematic elements. Besides, a desire to visually draw the experiences that Catalonia offers in a modern way and speaking the language of the digital user has played an important role when defining the asthetics. And finally from one of the best feelings in the world: listening to live music on a summer night in any of the many historic towns of Catalonia.

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The sound design in your film stood out for its originality and a seamless pairing with the visual content – can you tell us a bit more about it?

We have created a cover of the original song Qualsevol nit pot sortir el sol from Jaume Sisa to be sung by Steve. And we chose classical instruments to add a traditional touch to empower the catalan identity in the film.

What where the main challenges you faced during the creative process?

Probably the difficulty of keeping the audience’s attention with a relatively long video ad. The fact that it became spontaneously viral via WhatsApp, reaffirmed the value of the piece.

Nowadays, is very important to be one of the best… In your case, how important is for you, as a creator behind of Route of Fate, to be recognized as the World Best Tourism Film?

We strongly believe that can improve Catalonia awareness with the already built audience and certainly help promoting this destination and its products to a larger and newer one.

“After the idea was approved, the whole film took about 6 months to get produced.”

Grand Prix CIFFT 2018 – The Route of Fate

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