A short film with a big impact, a great investment and a new primary channel for dissemination: the internet. The release of “Vale” was a big challenge for Zoom... but the results confirm that we are at the cutting edge.
For Estrella Damm, there is a before and after in the history of their communication. In 2009 they launched the Mediterráneamente campaign with the video clip for the song “Summercat”, shot in Formentera. The premiere of the video just before summer, the holiday pictures from the island, the catchy song, the Mediterranean lifestyle and the overall good vibes of the protagonists generated such an impact that the message really caught on. Year after year, #Mediterráneamente has become a part of people, and they anticipate the Estrella Damm summer video clip. A video that goes beyond the screen to become the holiday that everyone dreams of.
For 6 years there has been a new song, new protagonists, new Mediterranean places every summer… but the format called for a change. We took a step forward in 2015. We said goodbye to the video clip, and hello to the short film. So, what’s the title? “Vale”. A longer running time, more dialogue, Alejandro Amenábar behind the camera, a renowned cast (Dakota Johnson, Quim Gutiérrez and Natalia Tena) and Ibiza, the Balearic island that was previously missing. The 12-minute running time ruled out television as the primary outlet for the entire short, so the big premiere needed to happen on social networks. This is why Estrella Damm presented us with the project and asked us to collaborate on a strategy for the whole campaign. As their agency for social networking, we devised, produced and executed that strategy.