With this self-produced documentary project we integrated a completely new perspective into the Mediterráneamente concept: sustainability.
To increase brand awareness with content that reinforced Estrella Damm’s positioning and brand territory while extending the lifespan of the Spots Guide on Instagram.
Since 2015, the Spots Guide has served as a tourist guide to charming Mediterranean locations. But in 2018 we decided to evolve the project and create a new content line related to a theme that had become increasingly important to the brand: sustainability.
Within this framework, we created the Mediterranean Projects: self-produced documentary-style videos that put the spotlight on the projects and stories of organisations who work to protect and preserve the Mediterranean. Topics ranged from endangered molluscs to seafloor cleaning projects and the importance of protecting the ecosystem by creating marine reserves.
For each of the Mediterranean Projects, we film a long piece that lets the creators describe the initiative in an informative way. The videos are then hosted on the website, the brand’s YouTube channel and on Instagram TV. After this, we make shorter pieces, with titles and no voiceover, to promote the project on social media. We also create teaser videos for Instagram Stories and articles for the website that enhance the content with photographs and additional information.
Improvement to the 100% video retention rate on Instagram (compared to the brand average)
Due to their originality and the quality of the content, the Mediterranean Projects have received a very warm welcome, while also proving to be groundbreaking content for linking Estrella Damm with sustainability.
Client: Estrella Damm
Client Service Director: Judit Sáez
Account Director: Marc Graells
Digital Account Manager: Andrea Campos
Digital Account Manager: Rosa Pla
Head of Strategy: Luis Conde
Creative Executive Director: Uri Fernández
Art Director: Núria Pujol
Copywriter: Fran Paz
Executive Producer: Rubens Pérez
Producer: Alexandra Serna
Audiovisual: Carlota Oms
Leo García Méndez
Rita Puig Serra
Pau García Leita
Pau García Leita
Digital Manager: Fran Soley
Social Media Manager: Gerard Arias
See other projects for Estrella Damm