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The Catalan Film Academy organizes and presents the annual awards for the dissemination and promotion of the best films, artists and technicians in the Catalan film industry, with the objective of being a voice for the community. The Academy joins both creative and productive branches of filmmaking, artistically and scientifically, in the same way as many other film academies. The awards were established in 2009 by the Catalan Film Academy as a continuation and expansion of the Barcelona Cinema Awards. Since then, well-known films have been awarded such as ‘Pa negre’ (2010) with 13 awards, ‘A Monster Calls (Un monstre em ve a veure)’ (2016) with 8 awards, ‘El Niño’ (2014) & ‘Los últimos días’ (2013) with 7 awards, ‘Lo imposible’ (2012) & ‘Mientras duermes’ (2011) with 6 awards.
‘Gaudir’ is the new campaign with a daring look that connects generations and ways of understanding film and audiovisual pieces, based on an original concept by Folch: a father, a daughter, and a story that unites them. The chosen lead actors are Bad Gyal, Catalan singer and producer recognized for her album ‘Worldwide Ángel (2018)’ and Eduard Farelo, a Catalan television, theatre and movie actor. The film was directed by Marçal Forés, a renowned Catalan filmmaker whose frame of work spans from an extensive music video background to TV commercials and also movies such as ‘Friends forever (2007)’, ‘Animals (2012)’ and ‘Amor directo (2014)’, among others. CANADA, the production company, was the right complement in order to bring a global benchmark which could potentialise this great moment of the industry in Catalunya.
“Gaudir is a piece about love, heartbreak and cinema, an intimate story between father and daughter on a day of those in which nothing happens, and in which to go to Cinema is almost a salvation to survive in the absurd.”
Marçal Forés, Director and Filmmaker at CANADA
There were three major goals which we wanted to cover with this campaign. The first one was to create a campaign outside the logic of the Gala. A campaign with a narrative showcasing a contemporary approach which could generate some notoriety and become a spotlight on its own. We wanted people to talk while we connected generations, allowing us to use certain resources of today’s new language. Our second thought was to show a film in which you the atmosphere of the physical space of the cinema, a place to enjoy movies. And our third idea was to claim a part of our “new” audiovisual industry – in a broader sense – with the look and feel of a series or a music video, without forgetting classical foundations.
“It’s an original idea, with a background, in reality, about two characters which are well-known to their respective audiences. So we come out with a great story that connects and joins together the intergenerational distance (our parents and their TV’s and our children and their networks). It bravely claims and highlights the Catalan’s audiovisual industry and has certain morbidity in itself due to the nature of the chosen characters.”
Rafa Martínez, COO & Head of Brand Strategy at Folch and Executive Producer at White Horse
Under the direction of Marçal Forés and with the stamp of CANADA, the influential producer of advertising and video clips -recognized for ‘Malamente’ and ‘Pienso en tu mirá’ by Rosalía, as well as ‘Bombay’ by El Guincho. The team includes proven professionals from the industry, such as the camera operator Lucas Casanovas (Gaudí winner with Barbara Farré for the short film The Last Virgin), the sound manager Jordi Ribas (L’orfenat, La mort of Louis XIV), the artistic director Teresa Montanuy (Júlia ist) and the head of special effects Albert Martínez (Uncertain glory, Anacleto: Agent secreto).
Besides the spot, there is a 3-minute audiovisual piece that feels like a movie in itself, where the viewer can get into the nuances and different layers of reading, where the director has made a deeper aesthetic and narrative proposal. This idea plays with film genres to pay homage to the cinema, understood as a tool for social transformation and cohesion. As well, it takes into account topics such as women’s empowerment against sexual harassment, parenting and new communicative codes, the power of cinema, and a commitment to a contemporary, uncomplicated language with a sense of humour which takes in account fictional resemblances of ‘Game of Thrones’ or ‘Teresina SA’, social networks and sexting.
As part of the campaign we were in charge of the graphic development for every asset, as well as the credits for the video and the monograph for La Vanguardia. Using the classic movie aesthetics as an inspirational base, we created a graphic identity in which distinct codes were translated from the contemporary approach. We balanced the condensed typeface used at the Academy with a lighter handwritten typeface, as well as a classic serif, in order to give a cinematic look and feel. As for the grid, we wanted create a flexible layout that could adapt the different content of the monograph with an outstanding hierarchy, using the illustrations by Ines Maestre, accompanied with a special photography treatment and a sober color palette.
Nowadays new audiovisual platforms are appearing and offering all kinds of daily and alternative content apart from traditional television. The audiovisual industry has been reinterpreted for new consumer codes, new communities and new relationships. In this order, the spot for the 12th Gaudí Awards premiered on 9th of January, shown on TV3, in the cinemas of Gremi de Cinemes de Catalunya, on the MouTV channel and finally, on the social networks of the Catalan Film Academy. Taking into account the importance of creating content which not only talks about contemporary adaptations and platforms but also uses the same platforms as a channel to display.
The entire campaign, both online and offline, was locally distributed. An important part of the process was deciding how to best diffuse the campaign across social media as well as the physical assets designed to catch people’s attention on the streets.
The audiovisual pieces of the campaign have reached more than 105,000 views and thousands of Tweets on the network. As for the campaign, it has been well received in the media, both offline and online, for example the biggest TV channels in Spain; TV3, MouTV as well as prestigious newspapers like El Periódico, El Pais, La Vanguardia and Ara.