My 6-year-old daughter: “Mom, Gaspar’s suit is not real.” I will never forgive you, Manuela Carmena. Never.
More than 8 years have passed since this tweet, which is part of the Spanish collective imagination, but Christmas It’s time to forgive. This is what they understand at least from the Burns agency, which has transformed this story into a solidarity Christmas campaign for the non-profit association of children’s clothing and fabric toys Zapatelas, and which connects with the values of reconciliation and solidarity.
Those controversial Three Wise Men They have now become endearing dolls handcrafted by people at risk of social exclusion who work at Zapatelas, the NGO founded by Manuela Carmena that makes clothing, accessories and toys.
To give visibility to this solidarity initiative, Zapatelas has created a campaign together with the Burns agency in which the response to that tweet from an outraged mother comes with a spot in the purest teleshopping style in which Carmena herself invites you to buy this limited edition of the Three Wise Men dolls and thus contribute to the financing of Zapatelas.
“When Manuela came to Burns to do the Zapatelas Christmas campaign, we didn’t hesitate for a moment. The entire team, together with the production company, do the best we know how to do to give visibility to this wonderful project.”confesses Raquel Serón, Co-General Director of Burns.
TECHNICAL SHEET
- Agency: Burns
- Advertiser: Zapatelas
- Client contact: María Noguerol, global manager of Zapatelas
- General management: Carla Alexander and Raquel Serón
- Executive creative direction: Pablo Madrid and Pablo Salinas
- Creative team: Paula Reverte and Alba Quevedo Feijoo
- Producer: Guillem García
- Account Director: Rosario García
- Account Supervisor: Anna Fanlo
- Strategy Director: Susana Outeiriño
- Producer: The Lemon Juice
- Director: Antonio Caravaca
- Director of photography: The Lemon Juice
- Camera operator: Javier Ruiz de Arcaute
- Image post-production: David González
- Communication: Marta Gutiérrez
- Campaign title: “Are 8 years enough to forgive him?”
