CLIENT
Heineken
Marta García, Marketing Director Heineken Spain
Esteban Velasco, Sr Marketing Manager Cruzcampo
Elena Marcos, Brand Manager Cruzcampo
Lucía López-Rúa, Marketing Director Heineken Spain
Begoña Morilla, Sr Brand Manager Cruzcampo
Emilia Gutiérrez, Associate Brand Manager
Alberto Tucci, Head of Media & Digital Acceleration
Marga Figueiral, Brand Connections Manager
Lara Martínez, Brand Content Manager
Ana Jiménez, Communication Specialist
Isabel Vázquez, Associate Brand Manager
Bruna Sampaio, Brand Manager Experiential
Guillermo Regorigo, Associate Brand Manager
Blanca Storch, Consumer & Market Insights Manager
AGENCY
Roberto Fara, Chief Creative Officer
Juan Pedro Moreno, Executive Creative Director
Javier Senovilla, Executive Creative Director
Guillermo Fernandez, Creative Director
Pablo Poveda, Creative Director
María Herranz, Managing Director & Head of Advertising
Rocio Cano, Account Director
Sam Tatam, Global Head of Behavioural Science
Mike Hughes, Senior Consultant Behavioural Science
Adriana De Oliveira, Art Director
Blanca Martin, Head of social
Javier Yohn, Senior Social Media and Content Manager
Lydia Laguna, Account Executive
Moad ElMatuchi, Account Executive
Clara Sanchis, CMO& Managing Director PR & Influence, Spain
Clara Sanchís, Head of Brand PR
NTEAM COMUNICACIÓN
Eneida Manzano, CEO
Jorge Cordero, Head of PR
Nekane García, Digital Marketing Manager
Amparo Cantalicio, Communication Local Expert
Dentsu X, Spain
Oscar Herraiz, Managing Director Dentsu X
María González-Ros, Client Services Director
Patricia San Román, Account Director
Sergio Pedrero, Digital Partner
Ana Morgado, Account Executive Senior
Natalia Treviño, Account Executive
SUMMARY
In Spain exists discrimination against certain ways of speaking, specially in in Andalusia, where Cruzcampo was born. In the last years, this discrimination was affecting to its quality perception. So Cruzcampo needed to move two steps forward and recover its iconic image with a rich strategic territory and a powerful bran idea “Heavily Accented”. The campaign has become a "cultural phenomenon" and the brand has never achieved so much repercussion before: significant increment of its brand power, +180 KOL share the campaign for free, generation of multitude debates in media…
