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54 n Director Felix Fernandez de Castro shot this spot for Iberdrola over five days in Asturias, Guadalajara, Valle de Aran, Madrid and Salamanca FRIDAY, JUNE 24,2011 FOCUS ON SOUTHERN EUROPE “Those two companies present perfect examples of how our business has been transformed by changing technologies and instantaneous communication. We have a long-established relationship making spots for Gucci, and their agency, REM, asked us to make a stills-based behind-the-scenes [BTS] record of one of their print campaigns by German photographers Mert and Marcus. The work has since become more complex, and we have ended up making a video version of the BTS that complements and relates to the print campaign. “And for Pirelli we were asked to make a corporate film that could also serve as advertising, and which reflects both the company’s five-year plan as well as how cool the brand is, and their range of tyres. It was shot from the point of view of the tyres across multiple terrains.” In Spain the local market is also “very quiet”, according to TF7-TV executive producer Ivo van Vollenhoven. “Local jobs are pretty scarce right now, and most of our work recently has been coming from the UK thanks to the run-up to the Olympic Games, plus we also have a steady stream of jobs from Harry Tracosas’s Global Production Network,” he says. “But our most challenging job in the last year was Nike’s Write The Future campaign, directed by Alejandro Gonzalez “TRYING TO GET WAYNE ROONEY, DIDIER DROGBA, FRANK RIBERY, RONALDINHO PLUS KOBE BRYANT AND ROGER FEDERER THERE AT THE SAME TIME WAS NEVER GOING TO BE EASY” Ivo van Vollenhoven, TF7-TV Iniarritu (21 Grams, Nine Lives, Beautiful). The production was based in Madrid because Ronaldo was a key part of the plot, but trying to get all the other players and actors like Wayne Rooney, Didier Drogba, Frank Ribery, Ronaldinho plus Kobe Bryant and Roger Federer there at the same time was never going to be easy. “On top of that, the weather was so bad we had to re-schedule, and find an indoor arena that could be made to look like an outdoor football stadium in post-production. Eventually we ended-up shooting for 13 days instead of five, but the end result was spectacular and the film is in competition at Lions.” TF7-TV also shot mini-documentary The Imposter with director James Marsh (Man On Wire) about a professional conman who impersonates adolescents who have disappeared. He ends up being adopted by a family who have killed the son they claim has gone missing. “There were a number of challenges including a small budget and only eight shooting days, but I’m proud of what we achieved.” Paula Mattei, international director for Spanish service company Puente Aereo, is based in Buenos Aires but has been charged with broadening the international business of a company that previously largely drew its business from Spanish agencies. “I’m selling the company’s directors all over the world alongside a colleague in the Barcelona office,” she says. “Puente Aereo was always well known for its directors, which includes people like Felix Fernandez de Castro. Felix was one of the original founders of the agency SCPF and is one of the most admired directors in Spain. He recently shot a beautiful spot for Iberdrola over five days in Asturias, Guadalajara, Valle de Aran, Madrid and Salamanca.” Other work from Puente Aereo currently on show includes a spot for Pepsodent by Sebastian Alfie. “It was shot in Argentina as well as in Jakarta and India,” Mattei says. “It’s particularly memorable for the scenes with the father and son who are constantly in the bathroom grooming themselves.” In Portugal, Margarida Adonis of Ready To Shoot reports steady business over the last year, mainly from the UK, US, Japan, Brazil and Spain. “We only do international shoots and in general we work with producers from pretty much everywhere in the world,” she says. “We recently worked on a huge worldwide campaign for an alcoholic beverage that I can’t name at the moment. But I can say that the campaign is huge and beautiful, and a bit crazy. We also have just shot a Latin American campaign for Rexona and one for the Meteor Travel Agency in Ireland.” But Ready To Shoot’s most complex job of recent months was three web films for Aston Martin. “We were working with Serious Films and only had three days to get the job done. That would have been a tight schedule anyway, but then Barack Obama was in town for a UN meeting, so the security was very intense, we were not able to close roads as we would normally have done and, to top it all, our helicopter was shadowed constantly by the secret services who were also listening to our radio communications. This was not entirely surprising, as the films involved explosions and fake guns, but it was a truly surreal experience.” Other recent shoots include Renault Korea, Samsung Limousine, a VW spot, Movistar for Spain and a Tylenol spot with director David Cornell. Eduardo Palacios, of Valencia Spectrum, operates between Valencia and Miami. “I spend the Spanish winters over there, but I have to say that Valencia is extremely well equipped,” he says. “The Ciudad de la Luz has one of the biggest sound stages in Europe. Right now we are seeing a lot of business from the UK and more shoots from the US now that the dollar is getting stronger.” Palacios is currently involved in trying to put together a local association of advertising producers. “There are five members at the moment and the inspiration behind the idea is that this area has so much to offer, we think we can better publicise that with a group effort,” he says. “We have great local talent thanks to the fact that there have been waves of immigration from France, Romania and the UK. “There are all the facilities of Ciudad de la Luz and I can say with confidence that the technical offer here is every bit as good as Miami; the only difference is that there is more competition over there. There is also an excellent variety of architecture, to the point that we can easily do Paris and have even managed to get a low-rise Manhattan look for a couple of spots.”^
eprofiling the crisis when brussels starts sprouting new words, you know the global economy is in trouble. or do you? Ricardo Costa, editor-in-chief of expresso, ponders on what advertising can learn from political creativity IS THERE any connection between the economic crisis and creativity? nobody knows for sure, me included. but one thing i’m certain of: the recession in which portugal will spend the next few years will not diminish the creativity or imagination of our advertisers. a country and a market of our size has this advantage: actually, we do not know what it is to live without being in a crisis. and that’s a huge advantage for us over our competitors. creativity, efficiency, imagination and art do not depend on more or less money or more or less investment. does a growing market, eventually, facilitate talent? undoubtedly. but also some waste. and waste is a luxury that the portuguese cannot afford to have in the coming years. talent exists and will be exploited more effectively in coming times. even politicians have realised it. and when politicians find things quickly, everyone should stop and think why. even advertisers. european politics is a fantastic example of creativity. despite the fact that these days the european project is somehow unhealthy and the future seems bleak, this crisis proved that politicians are some of the best advertisers in the world. for years the word “restructuring” was banned in europe. sovereign debt restructuring, of course. the word was banned and the mechanism to do it as well. but as the problem was growing and restructuring gained momentum; the solution found was brilliant. last month, european politicians have started talking about debt reprofiling. reprofiling? yes. i bet that the reader had never heard of it before and the reason is simple. because reprofil- ACCESS ALL AREAS www.lionsdailynews.com UPDATED ALL DAY, EVERY DAY. THE OFFICIAL CANNES LIONS NEWS WEBSITE portugal 55 reprofiling is a great idea. it avoids the forbidden word and invents a way to face the market with redoubled confidence ricardo costa ing did not exist in finance or politics. but now it exists and in practice means the same thing as restructuring. the word caused a huge buzz and confusion. reuters did a piece entirely dedicated to reprofiling. economic newspapers dedicated full pages and tons of articles to discussing the word. i like this example because reprofiling is a great idea. it avoids the forbidden word and invents a new way to face the market with redoubled confidence. it was a super rebranding of the debt crisis in europe. a great idea. but, as in everyday advertising campaigns, having a good idea or theme is not enough. you have to find a way to reach the consumer in order for them to buy your product or service. it’s the same with politics. if brussels eurocrats do create and sustain a policy as innovative as the word they found to define it (reprofiling), then we’d go from a big idea to a possible sell. see you all in lisbon in november for eurobest 2011!!^ FRIDAY, JUNE 24,2011
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LIONS 2011 DAILY NEWS PUBLISHED BY
Page 5 and 6: PUBLISHER Richard Woolley EDITOR IN
Page 7 and 8: ADOBE Celebrating work that sits ab
Page 9 and 10: Meet Maurice Levy Today sees two Pu
Page 11 and 12: MAURICE LÉVY, CHAIRMAN & CEO OF PU
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Page 17 and 18: COMMUNICATION. CCOMMUNICATION. MMAR
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Page 47 and 48: 44 r Miami Ad School - Letraset FRI
Page 50 and 51: Talking up Mexico Mexico has what i
Page 52 and 53: affair Filmmakers love Southern eur
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