The tragedy of the Dana was followed by the solidarity of the brands, and in recent months the narrative of many has overturned with resistance and recovery capacity. All this is what he wanted to portray Beers Amber In the documentary “Valencia On Faller”a production that turns the failed artisans affected by the floods in the heroes of this year’s failures.
The documentary is “a sample of Ambar support for the fault fabric”
Designed by the Creative Agency The president’s wife And with mountain production, the documentary tells the personal history of three artists, Josué Beitia, Vicente Herrando and Miriam Garcia. He does it through an emotional story led by the presenter Eugeni Germanythat delves into the family and professional disaster of the Falleros.
The brand thus brings together the protagonists around a table to break down their overcoming process until they reach the Plant of March 15. “The solidarity of the fallero world and its spirit of overcoming have demonstrated the fire that the Valencians carry inside and how failures are much more than fire ”as Ambar explains in a statement.
The footage, almost 20 minutes, advances with cuts of the most tragic moments of the Dana, work scenes of the day by day of these artisans After that catastrophe and statements by Vicente López Gallego, Maruja Pinto, Ramón Ferrer and Daniel López Ferrer, other Falleros who lived the great flood of 1957.
“This documentary goes beyond sponsorship and image“, points out Enrique Torguet, director of Institutional Relations, Communication and ESG of Ambar.”It is a sample of our support for the fabric fabric, making visible that the small is capable of achieving great things through passion and effort, something that also represents us”
The beer brand has released “Valencia On Faller” on March 18, A day before the Creamto draw a parallel between the flames that will devour the failures to start over next year, and the restart that they want to project for all the artists who have overcome the Dana.
In that line, the documentary is accompanied by the song “Voices of Valencia”composed of the Valencian artist Rei Ortolá and interpreted by Silvia Brasero. “The musician has assigned the rights of the subject for the documentary and, in return, Ambar has donated a piano to a music from Aldaya who lost his instrument after the flood”, Indicates the brand in the statement.
In addition to the documentary, the action has also had a Instagram activation. Eugeni Alemany, the presenter of the footage, walks between the failures to ask people what they think in those works. An explicit link to the message of “Valencia On Faller” that reinforces its dissemination on different platforms.
On the other hand, and as part of his sponsorship work, Ambar also launched last February Special Editions of their beers, which serve as a tribute to failures. They are accompanied by a labeling that refers to the works of the holidays with some illustrations of the artist Horn Wolf. And that, as the product file points out, “They celebrate the ephemeral art, tradition and resilience of a community that never stops rebirth”,
Ambar turns with the faults
This year’s campaign takes over from “Hall of Flame”the one that launched the last 2024 on the occasion of the failures. On that occasion the brand, with the creative concept also of the president’s wife, premiered two spots to honor the Falleros artists.
The first portrayed a Valencian typical lunch in a scene in which its protagonists had been eliminated. While they ate, they talked about the work and effort of José Martínez Mollà, Caridad Pinto and Regino Mas, three failed artists specialized in different techniques.
The second, of shorter duration, showed these artisans working while the same story of Commitment, effort and talent. Ambar encompassed everything under the phrase: “There are small artisans capable of building monumental failures. Let’s give them more visibility”
Last year’s campaign also had its own special edition of two beers of Ambar. Also with Two pieces of outdoor advertising that follow the visual identity of the brand and show artists creating a work symbolized in the bottle itself.
