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Pablo González de la Peña Works Part 1

2002_2010


CONTENTS


Browse the magazine or click below for a certain chapter

CLIENTS

MEDIA

DATA

05

90

94

Channel 4

Television

Awards

11

92

96

13th Street TV

39

Action Against Hunger

49

Loewe

59

Playstation

63

Spanish Gynecology Society

75

Save the Children

Radio

Bio

98

Contact & References


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CH AN N E L 4

British Television Broadcaster


(Previous spread and next pages) Outdoor and press launch campaign for the Paralympic Games on Channel 4. Pictures by The Wade Brothers.


(Above and next spread) Outdoor & press campaign for the second season of the show “Big Fat Gypsy Weddings” Pictures by Elisabeth Blanchet.


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13 t h S T R E E T

the horror and suspense channel


To celebrate the 13th Street’s 10th anniversary we were asked to launch a campaign which would directly engage its regular viewers without excluding all the other action and suspense movie fans. With 10 years behind it, 13th Street TV had turn into an authenthic experience. We created the 13th Street Cuisine, a new culinary concept featuring dishes prepared by the famous spanish chef Darío Barrio and the agency team, which reflected the channel’s theme.

The 13th Street Cuisine is a campaign, an experience, a restaurant open to the public, a media content, a source of income and at the same time an alternative in the gastronomic scene. Open for dinner Monday througn saturday, the exclusive event (50 guests) had a daily occupancy of over 90% (1135 guests in total). It got a huge buzz in mass media with an estimated publicity of 150,000 euros and hundreds of positive reviews regarding its originality, design and unique flavour.

CLICK HERE TO SEE THE CASE STUDY


Up, famous spanish chef Darío Barrio is cooking an “Autopsy”. Down, the13th Street Cuisine, awhich took place in the fancy “Oscar Hotel” in downtown madrid.

page, famous chef DaríotoBarrio cooking an “Autopsy”. Up, the13th Street Cuisine, which took place in the fancy “Oscar Hotel” in downtown madrid. ThePrevious menu, delivered in a spanish sealed envelope every is guest.


“Knives” & “Toaster” (Next Page). Campaign for media planners Pictures by Jordi Adriá


Outdoor action for the Premiere of “Blood Ties. Sons of the Night.” Picture by Revès Digital


(Previous sheet, double page) Print ad for the summer season launch Picture by Ricardo Salamanca (Left) Poster for channel’s 9th birthday Picture by Ángel Álvarez (Next sheet, double page) “Chocodriles”. Campaign for media planners Picture by Eduardo Miera (Page 28/29) “Monster”, to celebrate the viewers new record Picture by Eduardo Díaz Bourgeout (Page 30/31) “Point of View”. Print ad for a serial killers cycle movie Illustration by Konstantin Schalev


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ACTION AGAINST HUNGER

innovative solutions to world hunger


55 million children around the world suffer from hunger. 19 million are malnourished. Five million die each year. It would cost 3 billion euros to eradicate the problem. The NGO Action Against Hunger has developed practical ways of dealing with malnutrition and wants to spread information about RUTF, an energydense foodstuff. To encourage ordinary peope to become participants in the battle against hunger as well as increase awareness among governments, we decided to focus on asking just one

person to help. That one person is Al Gore. After doing a good job raising awareness of climate change with his film “An incovenient Truth�, perhaps he could do the same again for children in poverty and distress. The campaign is a public international appeal to the Nobel Peace Prize winner, Al Gore, to direct a documentary about the fact there is an effective and archievable solution (though quite unknown) capable of giving these children the chance to live full lives with RUTF.

CLICK HERE TO SEE THE CASE STUDY


Official Poster of No Hunger. The Movie that should be done.

The trailer of No Hunger was launched as if the movie already existed, gave information on malnutrition and encouraged people participate in the battle against hunger by signing the petition in www.pideseloaalgore.org asking Al Gore to make this film.

VIEW TRAILER


The campaign is centered around www.pideseloaalgore.org, where visitors are asked to leave a message encouraging Al Gore to finally make the movie, find out more about hunger in the world and collaborate with AAH.

Viral Action: Building on the Oscar awards ceremony closeness we decided to imagine what the nominations would be like if the movie existed. The hoax quickly turned into the first video to appear in youtube searching the Oscar nominations 2009 in Spanish.


FAMOUS PEOPLE SUPPORTING THE CAMPAIGN

Mario Vargas Llosa, writer. Nobel Prize winner 2010.

Desmond Tutu. Nobel Prize winner 1983.

Santiago Segura, actor.

Fernando Colomo, director.

Fernando Trueba, director. Oscar winner 1994.

Belén Rueda. Actress.

Juan Diego Botto, actor.

Fernando Savater, Philosopher.

Tim Zagat, Founder and CEO of Zagat Surveys.

Florentino Fernández, comedian.

Ariadna Gil, actress.

Nick Ashdon, actor.

Patrice Leconte, director.

Cara Seymour, actress

Pilar López de Ayala, actress.

Javier Fesser, director.

Franck Dubosc, actor.

Samuel Le Bihan, actor.

Laia Marull, actress.

Gerard Jugnot, actor.

Claude Lelouch, actor.

Jean Rochefort, actor.

Toni Cantó, actor.

Bérénice Bejó, actress.


MED IA NOISE & RESULTS

Movie distributors and production companies also supported the campaign publicizing the posters among the week’s premieres. Dozens of celebrities supported the campaign. 33 media reports on print, radio and TV. 112,575 users visited the webpage. 73,862 signed the official request. Due to its success in Spain, the campaign was released in the USA, UK and France. More than 1,5 million euros generated in advertising in just 3 months and the most important: an increase of 150% in the number of new members and donors.


“IT’S QUIRKY, BUT I MUST ADMIT IT IS A GOOD IDEA”

AL GORE SPOKESPERSON


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LOEWE

parfums


“Corridor”, “Lobby” (previous pages), “Bellboy”, “Roof ”, “Singer” (this sheet) and “Keyhole” (next page). Worldwide launch campaign for Quizás, Quizás, Quizás, the new Loewe fragrance. Pictures by Eugenio Recuenco


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P L AY STA TI ON


“Duel”. Print ad to promote the new Playstation Dual Shock controller Picture by Ángel Álvarez


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S P A N I SH SO C I E T Y OF G YN E C O L O G Y

S.E.G.O.


THE MONUMENT

Cervical cancer kills two women everyday in Spain (over 700 per year) and almost no one is aware of this. In December 2007, a vaccine was created to prevent it. For this reason, six scientific associations led by SEGO (Spanish Association of Gynecology and Obstetrics) came together to launch an awareness and prevention campaign. In search of a groundbreaking way

AGAINST CANCER

to honor an important moment in history and make the news more viral than the virus itself, we decided to raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using internet, online, buzz, mailings, ambient marketing, tv, prints, etc. Because the first vaccine against cancer should never be forgotten.

CLICK HERE TO SEE THE CASE STUDY


25.600 names engraved in 24 columns.


Sunset in Parque del Turia (Valencia).


WEB MAKING THE NEWS MORE VIRAL THAN THE VIRUS ITSELF

We motivated people to help us spread the news by saying: “The first 25,000 people that forward this message to 2 friends will have their name inscribed in the monument”. The landing page contains an exact count of how many people have supported the cause.

After forwarding the message, you are told exactly where your name has been inscribed in the monument.

Type your name and forward the message to two friends.

In addition, the web includes a feature that allows you to virtually navigate throughout the monument’s columns, finding your name and all the others that have supported the cause.


TV SPOT AND PRINT TO GENERATE TRAFFIC TO THE WEB

“The beginning of the end of cervical cancer. This is an event that we want to celebrate, so we’re raising a monument so this accomplishment will forever be remembered.” “Cervical Cancer will no longer kills two women a day. Our daughters and our daughters’ daughters will no longer to be its victims. Its story ends, our continues. Our triumph will remain forever.”


Source IMS

NUMBER OF VACUNATIONS (WEEKLY INCREMENT)

RESULTS

CAMPAIGN


Valencia.

Monument Place.


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SAVE THE CHILDREN

An organization you can trust


“Sudoku” (precious sheet), “Soccer” (previous page) and “TV”. Awareness print campaign.


“Playstation” (previous sheet), “Cosmopolitan” and “Youtube” (next page). Awareness print campaign. “Sami”, “Pedro”, “Teresa and Amina” (next sheets). Awareness print campaign.


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TELEVISION Watch


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RADIO Hear


AWARDS

1 Yellow Pencil D&AD

1 In Book D&AD

6 Cannes Lions

3 One Show Merits


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1 El Sol Festival Grand Prix

20 El Sol Festival Awards

4 Silver Awards Spanish Creative Club

18 Merit Awards Spanish Creative Club


BIO

1980 2000 2002 2003 2004

Birth

Superior School of Advertising. Diplomed in Creativity and Advertising Technics.

Spanish Creative Club Tour. Creative workshops in the agencies TBWA, Remo, Contrapunto, Dimensi贸n, Saatchi & Saatchi and Leo Burnett.

TBWA/Madrid Art Director. Working for Playstation, Haagen Dazs, Unicef and Aeromexico.

Vitruvio Leo Burnett, Madrid. Training. Working for McDonalds, Philip Morris and Fiat.

Shackleton Madrid Art Director. Creative director since 2006. Working for 13th Street TV, Loewe, ACH, Localia TV and Save the Children.


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2006 2009 2010 2012 2045

Spanish representative in Cannes Young Creatives. Selected by “The Advertising Newspaper� as one of the 30 best young creatives in Spain.

Selected by Capital Magazine as one of the 100 spanish leaders of the future. (Issue number 174)

China Madrid Creative Director. Working for Ono Communications and Sitges Fantasy Film Festival.

Miami Ad School Tutor.

Ti22 Magazine. Founder and Editor.

Retirement

4 Creative, London. Senior Creative. Working for all TV Channels and platforms across Channel 4.


CONTACT AND REFERENCES

Pablo is definitely one of the best representatives of the new generation of creatives who understand communication as a whole. He is able to think strategically, maintaining a global and integrated vision, whilst he executes his ideas with an enviable talent. Pass him the ball and he will always make sure that he scores the goals.

Pablo is a formidable creative and a nice guy - the kind of combination we look for at 4Creative. He’s at the top of his game and we’re incredibly excited to have him on board.

JUAN NONZIOLI,

TOM TAGHOLM,

Founding Partner and General Creative Director. Shackleton Group, Madrid. Cannes Lions Agency of the Year three years in a row.

Network Creative Director.

For references: +34 917 434 444

For references: +44 (0) 845 076 0191

4Creative, London.


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Pablo González de la Peña is one of most versatile and multidisciplinary creatives I know. He has a unique virtue: Constant challenges. That’s the secret of his continuous progress. CONCHA WERT, Spanish Creative Club Manager.

For references: +34 915 915 478

Pablo G. de la Peña art & creative director hi@pablodelapenya.com UK: +44 (0) 783 433 4141 Spain: +34 659 843 358



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