Antistatic for the production of the spot and the National Photography Award, Alberto García-Alixfor the images of the posters.
Is how it has been created “Good Max”a campaign with a film launch structure, with trailer and posters, which creates a world based on what Max likes: motorcycles.

But who is Max?

Last September 13 The pantry He received a message through LinkedIn from Max Vilarroig:

“Hello, I am Max Vilarroig (although I write to you from the profile of my father Ignacio), I am 12 years The Okupa.
My father explained to me that my illness is cured thanks to research and that a lot of money that is collected is thanks to the solidarity causes. We think that if we make a lot of noise many people will want to join and raise many euros for the investigation. “

As they narrate from the agency in a statement, at that time it began to be created “Good Max”to reflect all the epic that has this fight against the shadow, and that is that only 4% of the funds collected for cancer investigation are destined for childhood cancer. The piece ends with an open end, because the outcome depends on the help that can be achieved.

Max’s story has since been awakening solidarity and therefore added to the project the talent of Antistatic For the production of the spot and Alberto García-Alix, National Photography Prize, which took the photos for the campaign posters. These will be available for discharge at Goodmax.es.

On the other hand, the campaign has been added disinterested influencers and collaborating companies such as McNulty, Beat Music, the lonely, QMS, Hot Pixel and Machete. The campaign has thus created a wave of solidarity that has more and more companies and associations contributing what is in your hand, as indicated from the pantry.

The goal will be Get donationstherefore all the pieces redirect to the website of the San Juan de Dios hospital in Barcelona. The campaign can be seen in digital, exterior and cinemas.

“This is the example of campaign that makes everything meaning in this madness that we have,” Javier Carrasco, creative general director and founding partner of the pantry has declared. “Such an initiative responds to the maximum of not what happens to you, but what you do with what happens to you,” has added for his part Miguel Olivares, creative general director and founding partner of the pantry.

Technical file

• Agency: The pantry
• Advertiser: San Juan de Dios Foundation
• Sector: Health
• Creative General Directors: Miguel Olivares and Javier Carrasco
• Executive Creative Director: David Ricoy
• Head of Art: Carmen Navas
• Art Direction: Ignacio de Frutos
• Artifinalist: Paco Marcos
• Director of Culture & Strategy: Clara Benayas
• Director of Social Media & Content: Auxi Barea
• Community Manager: Adrián Pascual
• Customer Services Director: Valentín López Vaquero
• Account Executive: Miriam Cano
• Photography: Alberto García-Alix
• Producer: antistatic
• Director: Jean la Fleur
• Chief Executive Offer: Matías Dumont
• Executive producer: Matías Aisen
• Producer: Pilar García
• Postproduction: McNulty
• Sound study: Beat Music
• PR agency: QMS Communication