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“Ghosts”, is the new Pavofrío´s campaign created by McCann Madrid that reflects some of the women fears, and trying to chase them away. Under the claim “'Let's not feed the fears, let's feed another model of woman”, the brand, with a touch of humor, puts the attention into four women social problems: to be mother yes or yes, not to be single, feel culpable for prioritizing the professional life, and try to look perfect into the social networks.


Advertiser: Campofrío

Brand: Pavofrío

Creative Agency

Creative Agency: McCann

Copywriter: José Manuel Corbalán

Art Director: David Valgañón

Planner: Juan Manuel Ramírez

Producer: Los Producers

Executive Creative Director: Raquel Martínez, Jon Lavin

Chief Creative Officer: Mónica Moro

Digital Agency

Digital Agency: PixelandPixel

Media Agency

Media Agency: OMD

Production Company

Production Company: HARRY

Executive Producer: Tay Sánchez

Director: Dionisio Naranjo

Producer: Lucas de la Rúa

Category: Food

Genre: Digital