CARMENA’S FORGIVENESS.

eight years after a Twitter storm, we turned controversy into a campaign for social good.

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.

Client - Zapatelas
Agency - Bruns

Year - 2024
Role - Creative copywriter

launching video

original tweet from 20216

carmena’s response in 2024

case study

press

marca - telecinco - el país - ABC - AS - cadena ser - el mundo - huffpost - la razón - el diario.es - 20minutos - europa press - el debate

alba quevedo

creative copywriter

work

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