Year: 2021
Tags: Campaign, Concept, Storytelling
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Following the XII edition’s approach, which involved two artists from two different generations –actor Eduard Farelo and singer Bad Gyal, father and daughter in real life and portrayed as such–, this year’s campaign features senior actor Francesc Orella, who plays professor Merlí in Catalan TV show “Merlí”, and Elisabet Casanovas, one of his students in the show. The spot portrays them as professional colleagues and friends, who meet up at the cinema and buy tickets to watch a movie together.
“The spot is an exercise of inverse nostalgia, accompanied by a clear, neat, transversal and commercial graphic.”
Albert Folch, Creative Director & Founder at Folch
It is set in an optimistic 2022, where ‘normal’ is back: people are queuing without a mask, touching and hugging each other. The cinema as a setting also seeks to make us recall the enjoyment of attending places physically: in the last year in which the use of online movie and TV show platforms has skyrocketed, the spot calls for the return to the cinemas, a social and shared experience that goes way beyond the movie itself. The momentary appearance of the director of the Catalan Cinema Academy, Isona Passola, gives the comical twist to the story, and is a tribute to her eight years at the front of the institution, being this 2021 her last one.
“Locating the action in a near future was the easy way to bring back the positiveness of a warm normality.”
Rafa Martínez, Founding Partner & Business Development Manager at Folch
“Even though the context has changed a lot in a few months, it was clear to us that the uplifting and familiar spirit of last year’s campaign had to be present.”
Oriol Corsà, designer at Folch
“While other years the campaigns were almost exclusively on print formats, this year we have found the need to focus on a more transversal design.”
Elena Qureshi, Studio Manager at Folch
