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Think globally, act locally

Culture is precisely one of the factors that has favored this certain resurgence of local identity, in what some have called “the Rosalía effect”. Both the Catalan singer, and other popular artists of the moment, such as C Tangana, have made the various local cultural manifestations, often reviled or considered shameful, as the hallmark of her style. One issue, that of globalizing disenchantment, which seems palpable among the new generations of consumers Cyprus Email Addresses.

This was also understood by the creative managers of “Con Mucho Acento”, the Cruzcampo campaign that brought Lola Flores back to life using deep fake technology. “When we defined the new territory, we began to dig a little and we realized that there is an emerging scene in different corners of Spain where their origins are very clear and they do not hide where they come from or what they are, and that they have also created a network between them. This suited us like a glove for the position that the brand wanted to adopt ”, commented Juan Pedro Moreno, Executive Creative Director of Ogilvy, after the launch of the campaign.

In the campaign of the beer company, the folkloric is also accompanied by María José Llergo, the School of Art of Seville, and the Califato 3/4 group. “There is a part of the discourse that talks about groping the roots and doing things differently, and precisely both Califato and Maria José Llergo and” Habla tu andaluz “follow that same line. They take something classic, indigenous, and make it their own. They all have a common denominator that comes from Andalusia itself and makes it evolve ”, Javier Senovilla, Executive Creative Director of Ogilvy, pointed out at the time.

Cruzcampo’s creativity, in addition to claiming the local character and the pride of what defines one, also launched a global message in favor of diversity. And it is that this defense of their own is serving companies, in addition to reinforcing their position in Spain, to build speeches on problems of a universal nature, such as sustainability in the Mapfre campaign. “It is a company that has its roots here, that has a strong perception of ours and that likes to value its origins,” explains Ana García. “We have looked for insights with which the public can identify, elements and realities that affect them. Sustainability is a universal problem, but many of the measures in the end are local, such as sustainable purchases or the collection of plastics ”socialposts.

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