A life turned upside down is Oriol Villar’s moving advertisement for Santalucía

Jane Anderson
Jane Anderson
Una mujer en la cama sujeta a un bebé en brazos y el padre los mira

It’s not the trip. It’s the company” is the message sent by the insurer Saint Lucia in its new campaign, developed by the creative agency Oriol Villar. With it, the company highlights its offer of family protection insurance, as well as its commitment to providing peace of mind and support to people at different stages of life.

For this, it has been created an emotional story in reverse chronological orderin such a way that the events in a man’s life happen from the present to the past. Thus, we see his last moments in the hospital and, as the spot develops, we contemplate his birthdays, family meals, work achievements, births of children, until his own arrival into the world. The piece evokes the narration of the film “The Curious Case of Benjamin Button.”

From Santalucía they consider that, beyond the product, the campaign reflects their evolution as a brand and its purpose of responding with relevant solutions to customer needs. “It is a brand idea that reinforces our empathy, our care, our knowledge and our commitment to people. And, of course, it also reinforces our vocation for service.“commented Laia Prunera Casadó, Marketing Director of Santalucía, in a statement. “We are not here just for you. We are here with you”.

The advertisement premiered on television on Monday, September 30 during a commercial break for “Pasapalabra”; broadcast on Antena 3, and was later broadcast on several networks in prime time. From the brand they point out that “A life with you” will also have executions in digital environments, on channels such as Atresmedia, Movistar Plus+, Mediaset, YouTube, Amazon Prime, Rakuten or Pulsa.

Likewise, the campaign will be activated in radio, with more than 500 spots nationwide on the country’s main stations, such as Cadena Ser, Cope, Onda Cero or Los40. It can also be seen in cinemasin 2,000 theaters, starting October 4, and in graphics of outdoor advertising, with presence on buses on the streets of Madrid, Barcelona, ​​Toledo and Andalusia.

The campaign can also be seen in the company’s agency network and will be amplified with actions of influencer marketing, with creators who will promote challenges and raffles to publicize the brand and its products.

Technical sheet

  • Campaign: “A life with you”
  • Advertiser: Santalucía
    • Product: Santalucía Insurance
    • Marketing Team: Laia Prunera Casadó, Mar Gómez-Angulo De La Peña, Paula Novillo Diaz
  • Agency: OriolVillar
    • Creative Director: Oriol Villar, Aron Cleary
    • Art director: Mireia Roda
    • Agency Producer: Melanie Andrada
  • Producer: August
    • Director: Nacho Gayán
    • Executive producer: Toni Moreno
    • Producer: Toni Moreno
    • DOP: Jody Lee Lipes
    • DOP 2nd Unit: Carlos Feher
    • Assistant director: Lluis Casacuberta
    • Casting direction: Edu Pérez (SP) / Nohmad Casting (PARIS)
    • Production Manager: Marta Pijoan
    • Art director: Anna Colomer
    • Stylist: Ana López Cobos
    • Editor: Marc Soria de Torre
    • Colorist: Julien Alary
  • Music: Travis Birds (Calaverita Records)
  • Sound: Pam Pam Music
  • Post-production: Metropolitana