Estrella Damm

Mediterranean Projects

With this self-produced documentary project we integrated a completely new perspective into the Mediterráneamente concept: sustainability.

Scope

Strategy

  • Digital strategy

Creativity

  • Creative conceptualisation
  • Art direction
  • Web design

Production

  • Audiovisual
  • Graphics
  • Website
  • Email

Data

  • nsight detection
  • Campaign performance analysis

Goals

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.

Idea

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.

Implementation

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.

Results

Improvement to the 100% video retention rate on Instagram (compared to the brand average)

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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.

Credits

Client: Estrella Damm

Year: 2018

Sector: Beverage

Team:

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: NĂşria Pujol

Copywriter: Fran Paz

Executive Producer: Rubens PĂ©rez

Producer: Alexandra Serna

Audiovisual: Carlota Oms

Partners:

Photography

Yosigo

Leo GarcĂ­a MĂ©ndez

Rita Puig Serra

Filmmaking

MartĂ­ Herrera

Pau GarcĂ­a Leita

Edgar LledĂł

Sound

MartĂ­ Herrera

Pau GarcĂ­a Leita

Edgar LledĂł

Colour

MartĂ­ Somoza

Aleix Fernández

Client:

Digital Manager: Fran Soley

Social Media Manager: Gerard Arias

See other projects for Estrella Damm

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