Cruzcampo - Spain in one image
Case Study Cannes
Details
This case study for Cruzcampo examines how Spain is often reduced to a single, instantly recognisable image—flamenco dresses, paella, or bullfights—and how easy it is to define a country through clichés. The project deliberately starts with this familiar visual image, only to challenge it.
Services
Case Study
Motion design
Year
2024
What initially seems to reinforce a stereotype transforms into a deeper reflection on identity and cultural nuances. Instead of confirming preconceived notions, the campaign deconstructs them through a striking visual statement and the unmistakable Andalusian accent that has always defined Cruzcampo's voice.
By embracing its southern roots and celebrating authenticity, the brand redefines Spanish identity as diverse, confident, and contemporary. The result is a powerful brand narrative that transforms stereotype into knowledge and heritage into a modern expression of pride.
The case study was presented at the Cannes Lions International Festival of Creativity, where it competed for a Gold Lion in the Brand Experience & Activation category.
Credits
Credits
Client/Brand: Cruzcampo beer
Creative Direction
Creative Agency: Ogilvy
Executive Creative Director: JuanPedro Moreno
Executive Creative Director: Javier Senovilla
Motion Design/Video Editing
Alex Palma
Design
Rapha Soria
Account Management
Client Business Partner: Rocio Cano
Account Supervisor: Lydia Laguna