Zapatelas is a small NGO that’s been working for social inclusion for years, but most people had never heard of it.
So, to cut through the noise of holiday campaigns, we ditched the drama and went for humor.
We brought back a Twitter clash from 2016 between Manuela Carmena (Zapatelas’ president and former mayor of Madrid) and Cayetana Álvarez (from the opposing party), and used it as a pop culture springboard.
Eight years later, Carmena replied to the viral tweet, and with that, introduced Zapatelas and launched their very own Three Wise Men.
The result? A bigger viral hit than the original tweet… and a total sell-out.
Agency - Bruns
Role - Creative copywriter
launching video
press
marca - telecinco - el país - ABC - AS - cadena ser - el mundo - huffpost - la razón - el diario.es - 20minutos - europa press - el debate