No Joy in Life is Small
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TOURISM DESTINATIONS REGIONS Promotional Film
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.
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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.
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.