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Mediaset España rinde homenaje a los jóvenes, a los voluntarios y a la solidaridad que vivimos JUNTOS durante la DANA de Valencia en el spot de Navidad Mediaset España rinde homenaje a los jóvenes, a los voluntarios y a la solidaridad que vivimos JUNTOS durante la DANA de Valencia en el spot de Navidad.
El estreno se ha visto en simulcast en todos los canales del grupo Sin presencia de presentadores, la pieza cuenta con voluntarios reales que participaron en el rodaje de una emotiva historia con la que se simboliza la solidaridad, la unión y la rebeldía ante la adversidad de toda una sociedad A partir de este planteamiento de la división de Comunicación y RR.EE. y la dirección de Antena de Mediaset España, la campaña ha sido desarrollada por la agencia creativa LLYC y producida por PRIMO Content, con dirección de la realizadora valenciana Joana Colomar y con la ganadora de un Goya Daniela Cajías al frente de la dirección de fotografía Mediaset España cede todo el protagonismo de su campaña navideña de 2024 a los que sin duda han sido los héroes del año: los voluntarios que han acudido a Valencia para ayudar a los afectados por la DANA.
Para ello, el grupo ha prescindido de sus presentadores y estrellas y ha contado entre los intérpretes de su spot de Navidad con voluntarios reales , que junto a los actores protagonizan una preciosa historia de luz y esperanza en la que la unión de la gente y de toda la sociedad es capaz de superar cualquier adversidad.
Bajo el claim ‘JUNTOS’ y con un estilo narrativo basado en el realismo mágico, la historia del spot , que se ha rodado íntegramente en la localidad madrileña de Torrelaguna, transmite verdad y autenticidad al tiempo que imprime emoción y fantasía a una hermosa metáfora que pone el foco en valores como la unión , la solidaridad , el coraje y el trabajo en equipo .
El spot Durante la noche, el árbol centenario de la plaza del pueblo , el que cada año se adorna con dedicación y esmero para celebrar la Navidad , ha quedado reducido a cenizas.
Las llamas provocadas por un cortocircuito han acabado con cada rama, con cada brizna, con cada bola y espumillón... y con las ilusiones y esperanzas de todos. Ahí se alza al amanecer, ennegrecido y humeante, ante la mirada entre incrédula y apesadumbrada de los vecinos más madrugadores.
Tras contemplar el desastre , una mujer entra en casa y su mirada se encuentra con la de su hijo adolescente. Apoltronado en el sofá, el joven mira la pantalla de su móvil con indiferencia. No se ha enterado del incendio; o si lo ha hecho, ni se ha conmovido. Su madre lo observa y amaga con hacerle partícipe, pero se va sin hacerlo, resignada y consciente de que su atención está secuestrada por unas redes de las que le resulta imposible escapar. Como siempre. Él alza la vista, pero calla.
Mirando por la ventana, el joven observa el árbol calcinado con cierta apatía. La gente deambula por la plaza y lo mira , con el ánimo tan ceniciento como su maltrecho esqueleto. Una pena, la verdad. Pero, ¿qué puede hacer él? ¿Qué puede hacer nadie? Las cosas pasan y punto. Aunque… ¿hay que aceptarlas como vienen? ¿Es el destino tan implacable que no se le puede plantar cara? Quizá sí... o quizá no .
Armado con cables y alargadores, el joven sale a la calle como guerrero que va a la batalla. Con decisión y coraje comienza a tirarlos alrededor del árbol y enrosca una primera bombilla. Otros jóvenes le observan y en sus ojos empieza a brillar la esperanza. Contagiados por su energía e inspirados por su determinación, estos y otros vecinos se unen a la tarea.
Cada uno aporta lo que puede a la improvisada restauración del árbol: el faro de una moto, el neón de un negocio, un flexo, un globo terráqueo, una vieja lámpara de salón. Aupada por su padre, una niña cuelga sus zapatillas luminosas; una joven deja encendido el móvil, su bien más preciado. Todo el pueblo trabaja unido y emocionado .
Al caer la noche, todos se reúnen entusiasmados para contemplar el encendido . El árbol vuelve a brillar , pero aún brillan más los corazones de los allí presentes. Y las miradas, como la que cruzan el joven que ha hecho posible la magia y su madre orgullosa.
Pequeños y mayores se han rebelado contra la adversidad y han hecho posible lo que parecía imposible. Y lo han logrado como solo era posible hacerlo.
El equipo creativo Basada en un planteamiento de la división de Comunicación y RR.EE. y la dirección de Antena de Mediaset España, la campaña de Navidad que el grupo ofrecerá durante estas fiestas en todos sus canales ha sido desarrollada por un equipo creativo de primer nivel:
La campaña, obra de la agencia LLYC, ha contado con la dirección creativa de Rafa Antón y Julio Alonso Caballero .
LLYC, que recibió el encargo tras un concurso en el que participaron otras tres agencias, es la firma global líder de Marketing y Corporate Affairs en Iberia y Latinoamérica. Ha sido elegida Mejor Agencia Creativa de Comunicación Global en 2022, Consultora del año en América Latina en 2023 y Mejor Agencia Independiente en diferentes festivales y rankings creativos en 2024.
Dirección y dirección de Fotografía
Al frente de la dirección ha estado Joana Colomar , joven realizadora valenciana especializada en dirección de publicidad cuyo primer videoclip fue nominado a Mejor Videoclip Pop Internacional en los UKMVA 2012, junto a MIA, Lana del Rey y Justice, y también nominado en los Young Directors Award de Cannes.
Daniela Cajías , directora de Fotografía, fue la primera mujer en la historia de los Premios Goya en ganar el premio a Mejor Dirección de Fotografía por su trabajo en la película ‘Las niñas’ (2020) y ha sido también la directora de Fotografía de ‘Alcarrás’ (2022), Oso de Oro a mejor película en la Berlinale.
La producción de la campaña navideña de Mediaset España ha corrido a cargo de PRIMO Content , fundada en 2008 por Nico Pérez Veiga y Martín Kalina y ampliamente reconocida en numerosos festivales como Cannes, D&AD, One Show, Cíclope, El SOL, c de c, El Ojo de Iberoamérica, El Círculo de Creatividad Argentina o Clio entre otros, que le han dado el premio a Mejor Productora en varias ocasiones en este ámbito.
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