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Creative

McCann Offers a Message for the Women You’ll Grow Up to be in 2036

Dionisio Naranjo directs the powerful new spot for Pavofrio

McCann Offers a Message for the Women You’ll Grow Up to be in 2036

On International Girls' Day, Pavofrio presents “Message to the Future”, a campaign centred on the importance of maintaining the confidence and self-assurance of Spanish women.

According to a study run by the company, starting at the age of 30 women experience a significant drop in their confidence. The lack of professional recognition and the impossibility to make work and family life compatible are the factors that have the greatest impact on the loss of security.

The results also suggest that feeling fulfilled and loved, being financially independent and being physically fit are the elements that contribute to increasing the confidence of the Spanish women.

Thus, this last campaign of Pavofrio reminds us, through several testimonies from girls, how they are able to focus on what makes them special and present themselves to the world free of complexes, prejudices and fears.

A message stored for 20 years

To ensure that the next generations maintain the level of confidence and self-assurance, Pavofrio has released a mobile phone application called “Message to the Future”. Using this app, mothers can record their daughters and send them a message to the women that they will grow up to be one day. Before they reach the age of 30, these girls will be able to remember their childhood dreams and feel everything that makes them unique.

"In our commitment with the thrust of a new female model, we wish to offer the new generations a tool that will allow them to preserve the most important heritage that they have as girls: the impulsiveness, the lack of prejudices and their authenticity", highlights Aurélie Morin, European Category Marketing Manager of Campofrio Food Group.

How does the “Message to the Future” application work?

1. Download the application available on Apple Store and Google Play.

2. From this application, record your message with the mobile phone camera.

3. If you do not like the result of the video, record it again.  Fill in the form with the girl’s data and the data of a legal guardian

4. Ready! Your video will be recorded automatically.   

5. You will receive the message back on 8 March 2036 

Client

Advertiser: Campofrío

Chief Marketing Officer: Jaime Lobera

Creative Agency

Creative Agency: MCCANN Worldgroup Spain

Planner: Lara Bardal

Account Management: Jesús Martínez Soria, Javier Gonzalo Gorostiza, María Vázquez

Creative: Mónica Moro, Raquel Martínez, Jon Lavin, Emilio Valverde

Media Agency

Media Agency: Zenith Media

Production Company

Executive Producer: Mario Padilla

Director: Dionisio Naranjo

Producer: Harry

Photographer : Pablo Hernández

Offline

Editor: Néstor Costafreda

Post Production / VFX

Post Production Company: TACT, El Ranchito

Director: Néstor Costafreda

Music

Music Agency: La Panadería

Category: Corporate and social , Social

Genre: Apps , Digital , PR , People