CONTEXT These days, one of the most damaging enemies of happiness is inequality. The wider the chasm between men and women, rich and poor, people of different nationalities, races and ages, the greater the threat to their happiness.
In fact, one of the clearest triggers of inequality is prejudice, because it leads straight to discrimination and lack of opportunities. IDEA
Coca-Cola, as a standard-bearer for happiness, wants to combat prejudices, increase awareness and open up people’s minds.
For this purpose, we devised a campaign based on research which revealed that we take only a few seconds to build a prejudice and we invited people to take one second more to break down those prejudices and to get to know people better.
So, first we identified the most relevant prejudices in our society and we developed several elements.
One of them was a TV campaign based on true stories and real-life characters. In which we allowed the public to experience the natural process of the creation of a prejudice. After a few seconds, we revealed the truth behind those people.
We also produced documentaries about the same real people in the spots, in which they talked about their actual experience and how it had conditioned their lives.
On the other hand, we carried out an experiment in which we invited people in the street to take part. We showed them a picture of a person for a few seconds and then asked them what ideas they associated with that person. Afterwards, to the surprise of those who were asked to take part, we got the real people whose picture they had seen to appear in person, after hearing the impressions people had of them, and reveal their actual identity. A dialogue would grow between them, giving them the opportunity to take a little more time to get to know each other. WITHOUT PREJUDICE, OUR WORLD IS A HAPPIER PLACE. OPEN TO OTHERS.
Advertising, Art Direction, Creative Direction2015
In the middle of the economic crisis, the government decided to raise VAT tax on theatre tickets by 21 percent. Which meant that a third of Spaniards decided to stop going to the theatre in just one year.
Here at independent theatre group Teatreneu we decided to become the world’s first comedy group that only charges for laughter: Pay per Laugh.
Our audiences could come to our shows for free. And using facial-awareness apps, we’d only charge you for each time you laughed.
Just as they were raising VAT on theatre tickets, the government dropped tax on motels and “dating” services to 10 %.
Now Teatreneu presents Pay per Love.
The first system for finding a partner based on the most important things that we have in common: the sense of humor.
So we launched the first play exclusively for singles. When they took their seat our audience could choose the sex of the person they were looking for. Then we classified each seat. And we deployed software that showed you not only what you were laughing at – but the faces of all your other potential “other halves” who were laughing at the same jokes as you.
Our script was specially designed to be more comprehensive and more demanding than any other dating site or event.
At the end of the play, you got to choose up to four candidates who had greater affinity with you. And if the other person accepted, we’d put you in touch with each other as you left.
The price of the ticket was the total laughs consumed, plus 3 euros for each match.
You could also download the Theatinder app, which let you hook up with others who’d laughed at the same stuff as you in other plays.
Pay per Love boosted sales on our slowest day by 43 percent. And 82 percent of our audience was new. In the first five weeks there were more than 450 matches.Advertising, Art Direction, Creative Direction2015
Coca-Cola throw it back... WAY back - illustrating that in 1886, you had no choice but to keep it natural.Advertising, Art Direction, Film2014
In mid-2013, the art industry in Spain suffered one of the hardest blows ever.
The government decided to raise the tax for theatrical shows from 8% to 21%, resulting in the greatest loss of audience in living memory.
People returned to consume “proven” entertainment en masse such as the American blockbusters… Faced with this reality, the independent comedy theatre company Teatreneu decided to look at the situation with humour and invented something:
Pay Per Laugh.
We fit out each seat with a facial recognition system that detects the smile, and proposes the following deal to spectators: “entrance will be totally free. If the show produces no laugh, you don’t pay anything. However, if you laugh, you have to pay for each smile”.
Each smile produced is worth 30 euro cents, something that in this day and age is quite a reasonable price.
At the end of the show the spectator could check that laughter account before paying, and even share it on the social networks.
And so that no-one would cry for having laughed more than they could afford, the maximum amount to pay was 80 laughs or 24 euros. The average price of the ticket increases by 6 euros compared to traditional shows.
The system was covered by the main national media outlets. This produced more publicity, and this in turn produced 35% more spectators. Each pay per laugh show produced 7,200 euros of ticket money compared to 4,400 euros that was normally taken.
Currently the Pay Per Laugh system is being copied in other comedy theatres in Spain.
A mobile phone app was created to use as a system of payment in other independent theatres. The first season ticket was also launched for the amount of laughs and not the number of shows.
We should also not write off the “Pay Per Cry” or “Pay Per wtf” system.
Well, actually perhaps these options should be disregarded…Advertising, Art Direction, Creative Direction2014
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