Pavofrío - "Delicious Calm"

McCann Spain

McCann Spain Madrid, Espagne

Awards

5072

Marque: Pavofrío
Pays: Espagne

Annonceur: Campofrío

Titre	Delicious Calm
Brief	Spanish women are on the verge of a nervous breakdown. The solution? Eat more turkey. Yup, scientists say turkey contains a substance that enhances well-being. So sliced turkey brand Pavofrio came up with a restaurant that served only stress-reducing ingredients. On a TV ad, women ordered dishes like “I Didn’t Go to the Gym Because I Couldn’t Be Bothered”. Not content with that, the brand opened the restaurant for real and filmed the results. How about a plate of “I’m Still Single and I Couldn’t Care Less”? A guilt free, stress free and of course delicious branded experience.
Agence	McCann Spain
Campagne	Delicious Calm
Annonceur	Campofrío
Marque	Pavofrío
Mise en ligne	Septembre 2017
Secteur d'activité	Alimentation
Synopsis	For years, Pavofrio has been advertising over and above mere product benefits.The brand is proud of its commitment to women and offers a point of view on their situation. Thus becoming a megaphone for reporting different mandates they face, consciously or unconsciously.Pavofrío defends women’s freedom to be whatever they choose, provided it makes them feel good, fulfilled and happy.One of the most relevant tensions when it comes to understanding why women expect so much of themselves and feel so stressed to do all they have to do was “GUILT”, so how could we make women aware of the need to shake off that stress? How could we generate the optimal conditions?By creating a space where they could express themselves freely, …… ……. say out loud what they usually only say under their breath.To show kindred spirit and understanding. To play things down and “destress” themselves. Because, in fact, if they don’t manage to get everything done, if they fail to live up to expectations, IT’S OKAY, IT’S NOT A PROBLEM.
Problème	One of the most relevant tensions when it comes to understanding why women expect so much of themselves and feel so stressed to do all they have to do was “GUILT”, so how could we make women aware of the need to shake off that stress? How could we generate the optimal conditions?
Type de média	Presse & publications
Directeur de la création	Raquel Martínez
Directeur de la création	Jon Lavin
Concepteur / rédacteur	Lorena Álvarez
Concepteur / rédacteur	Héctor Losa
Directeur artistique	Lorena Álvarez
Directeur artistique	Héctor Losa
Maison de production	Harry
Réalisateur	Dionisio Naranjo
Producteur, maison de production	Tay Sanchez
Producteur, agence	Martin Beilin
Producteur, agence	Guzmán Molin-Pradel