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Seafood Brand Pescanova Swapped the King's Speech for Queens on Christmas

LOLA MullenLowe takes a stand for equality to see in the new year

Seafood Brand Pescanova Swapped the King's Speech for Queens on Christmas

On Christmas Eve, for the past 42 years, the King of Spain has issued a traditional Christmas message on national television. Last year 12,421,000 viewers tuned in.

Over the years, the message has mainly consisted of overcoming obstacles, being grateful, having hope and looking forward to a better future, but rarely does it tackle some more difficult issues.

For Christmas 2017, seafood brand Pescanova decided to take advantage of the tradition to launch its campaign 'The Queen's Message'.

On Christmas eve, instead of just providing a key ingredient for the festivities, the seafood brand went a step further, firmly placing itself within the equality discourse and giving a voice in favour of women and their role in society.

For the first time in 42 years, there will be a Christmas message not given by the king, but by many women who will have the opportunity to transmit their thoughts for 2018 to be a more equality driven year.

The campaign consisted of 15 10-second spots featuring 15 real women. It seeks to empower and inspire women, raise awareness and sensitise men. In short, to drive a conversation and ultimately help achieve equality.

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Advertiser: Pescanova

Creative Agency

Creative Agency: LOLA MullenLowe

Copywriter: Jose Sancho, Álvaro Palma

Producer: Florencia Caputo

Executive Creative Director: Pancho Cassis

Chief Creative Officer: Chacho Puebla

Senior Planner: Lucas Rodriguez

Media Agency

Media Agency: MEC

Production Company

Production Company: Brownie Film Company

Director: Roberto Pérez Toledo

DOP: Carlos Gómez

Producer: David Alonso

Post Production / VFX

Post Production Company: Noh Studios


Audio Post Production: AudioNetwork

Category: Food , Meat & Fish

Genre: Dialogue , People