Tags: Campaign, Creative Direction and Filmmaking, Creative Direction in Production, Creative Production, Event, Graphic Design, Identity, Strategic Communication
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The Catalan Film Academy organises 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.
A contemporary take for a classic industry
‘Gaudir’ is a new daring campaign 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 recognised 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 work spans an extensive music video background to TV commercials and movies such as ‘Friends forever (2007)’, ‘Animals (2012)’ and ‘Amor directo (2014)’, among others. CANADA, the production company, was the perfect complement, bringing a global influence to enhance this great moment for the industry in Catalunya.
“Gaudir is a piece about love, heartbreak and cinema, an intimate story between father and daughter on one of those days 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 was to create a campaign outside the logic of the Gala. A campaign with a narrative showcasing a contemporary approach which could generate notoriety and become a piece on its own. We wanted people to talk while we connected generations, using the resources of today’s language. Our second thought was to make reference to the importance of the physical space of the cinema, a place to enjoy movies. And our third idea was to reinforce a particular part of our “new” audiovisual industry – in a broader sense – with a look and feel that resembles a series or even a music video, while maintaining some classical connotations.
“It’s an original idea, based on reality, about two characters, bot well-known to their respective audiences. So we came up with a great story that connects the intergenerational gap (our parents and their TV’s and our children and their networks). It bravely highlights the depth and breadth of the Catalan audiovisual industry due to the distinct nature of the chosen characters.”
Rafa Martínez, COO & Head of Brand Strategy at Folch and Executive Producer at White Horse
Bringing in local talent to highlight the Catalan scene
Under the direction of Marçal Forés and with the stamp of CANADA, recognized for ‘Malamente’ and ‘Pienso en tu mirá’ by Rosalía, as well as ‘Bombay’ by El Guincho – the team also included professionals, such as camera operator Lucas Casanovas (Gaudí winner with Barbara Farré for the short film The Last Virgin), sound manager Jordi Ribas (L’orfenat, La mort of Louis XIV), artistic director Teresa Montanuy (Júlia ist) and head of special effects Albert Martínez (Uncertain glory, Anacleto: Agent secreto).
Using the cinema to represent the cinema
Besides the spot, there is a 3-minute audiovisual piece that feels like a movie in itself, where the director has made a deeper aesthetic and narrative proposal so the viewer can experience certain nuances and different layers of reading. This idea plays with film genres to pay homage to the cinema, understood as a tool for social transformation and cohesion. In addition, 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 into account fictional references to ‘Game of Thrones’ or ‘Teresina SA’, social networks and sexting.
Bringing the story to life through graphic treatment
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 classic movie aesthetics as an inspirational base, we created a graphic identity in which distinct codes were translated into 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 by a special photography treatment and a sober colour palette.
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Adapting the campaign across multiple platforms
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.
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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.
Coverage
Each production was designed to generate content for a series of assets for the Academy to use and communicate the Gaudir campaign and create hype around the event. Our production company White Horse was behind the shootings and coverage of the Festa Candidats, the Gaudí d’Honor, the making-of for the spot and will also be at the front of the Gala.
Activation and PR reach
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.
The 12th Gaudí Awards ceremony will take place on January 19th in the Forum Auditorium – CCIB, with actress Anna Moliner as the master of ceremonies, and Jordi Prat i Coll as the director. The Gala can be followed live from 21.50 on TV3, Catalunya Información and iCat. There will also be a wide following on the @academiacinecat’s social networks, with exclusive content of the day under the hashtag #GaudíAwards.
