No Joy in Life is Small

Director: Proximity BBDO

Producer: Eduard Baldrís

Country: Spain


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.


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.