There are many young Spaniards who have to leave their small cities or towns to advance their professional career or to be able to dedicate themselves to what they want. In Andalusia, one in two young people assumes that they will have to leave their homeland to pursue their goals.

It is the data that has been shared Cruzcampo when presenting “Return”a limited edition of his beer with which he intends to fight against the exile of young talent in Jaén. As indicated on its digital channels, 100% of the profits from “Volver” will be used to facilitate young people from Jaén to participate in the Talent program of the Cruzcampo Foundation.

The beer brand has communicated this with an audiovisual piece, designed by the creative agency Ogilvy and produced together with Hogarth and the producer Good Studio. In it Cruzcampo shares the experiences of the singer Ángeles Toledano; the chef Juanjo Mesa and the artist Roko.
The initiative is part of the platform “With a lot of accent.”

According to a document on the Cruzcampo website, “Volver” will be marketed both in hospitality outlets such as supermarkets and hypermarkets in Andalusia. It will be available in packs of twelve 33 centilitre bottles, and will have its own packaging.
The entire amount from the sale of this limited edition will go to the scholarships offered by the Cruzcampo Foundation.

The Talent program is aimed at providing practical training for learn cooking and service, with guaranteed scholarship and access to top-notch restaurants. Cruzcampo points out that, in this case, the training is given in Seville, but the practices will be carried out in restaurants in Jaén.

Technical sheet

• Campaign: Return
• Client: Cruzcampo (Heineken Spain)
  • Marketing Director: Lucía López-Rúa
  • Senior Marketing Manager Cruzcampo: María Ruiz
  • Brand Manager Cruzcampo: Emilia Gutiérrez and Paula Andrés
• Agency: Ogilvy
  • Chief Creative Officer: Roberto Fara.
  • Executive Creative Director: Juan Pedro Moreno and Javier Senovilla
  • Creative Director: Guillermo Fernández, Pablo Poveda.
  • Creative Team: Olimpia Muñoz, Estel Ladra, Adriana De Oliveira and Fernando Miranda
  • Managing Director & Head of Advertising, Brand & Content: María Herranz
  • Account Director: Rocío Cano
  • Account Supervisor: Lydia Laguna
  • Account Executive: Iris Gil
  • Social Media Manager: Carla Gutiérrez and Carla González
  • Creative Social: Alexandra Vicedo, Lucas Bin and Lucas Melcón
• Production: Hogarth
  • Hogarth Production Director: Aarón Lago
  • Hogarth Executive Producer: Pablo Riaño Sánchez
  • Producer: Fran Ruiloba
• Producer: Bien Studio
  • Director: Juan Escribano Tamayo
  • Photography direction: Marina Arenas / Alejandro Bornes / Paloma Roussanova
  • Production direction: Blanca Crespo
• Media Agency: Dentsu
  • Director of Customer Services: María González Ros
  • Digital Lead: Sergio Pedrero Martinez
  • Account Director: Ana Tango
  • Account Executive: Natalia Triviño
  • Digital Strategist: Francesca Joniaux
• Brand PR Agency: NTeam Comunicación
  • General Director: Eneida Manzano
  • Account Director and Press Officer: Jorge Cordero
  • Production Director: Miriam Manzano
  • Andalusia Press Officer: Amparo Cantalicio
  • Andalusia Press Chief: Tamara Velázquez
  • Digital PR: Adriana Tejada