Sa! Sa! Samertaim!

Synopsis

The Andalusia Tourism summer 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 four different continents.

Objectives

The new campaign responds to the complexity of the current scenario, a world full of conflicting actuality, in need of hope and optimism.

Joy, dance and music as a segmentation tool: Under the motto ?This summer, treat yourself: come to Andalusia?, 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 spot are transmitted as little motivational story-pill, 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.