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High Five: Spain



Antonella Perillo, founding partner and MD of Nouri Films, shares a selection of Spanish creativity that encourages her as a feminist and as a fan of innovative branded communication

High Five: Spain
In our daily High Five series, today we turn to Spain with Antonella Perillo, founding partner and MD of Nouri Films.

As a woman who lives and works in Spain, I've always felt a certain machismo and I feel close to all those women who, like me, are living in this uncomfortable condition.

I like some campaigns emphasizing gender inequality that make us keep in mind that talent has no gender. Women need the same job opportunities, now more than ever. It seems that some brands are now supporting this.

I was impressed to see how Covid has affected the communication for brands and wanted to share the below campaigns to make us more aware that we have to be close to consumers.

Santa Publicita

In 2019 the Santa Publicita ‘saint’s day’ appeared for the first time to claim the role of female talent in Spanish advertising agencies. Following in a tradition of Santa Publicito - the male ‘saint’ that the industry already celebrated for many years. 

On the occasion of the celebration, the agency Grow created a site where it is possible to order masks for gender equality in the advertising sector. The campaign, created by a mostly female team, is a statement of intent: machismo is as dangerous as a virus and the health of our profession depends on each and every one of us having a voice to fight it.

For over a year the pandemic has caused us to cover our mouths for our safety. And the figures in Spain speak for themselves: more than half of diplomas are for women, but the presence of women in agencies decreases. Women occupy 20% of the creative departments.  Only 14% of creative directors are female. Only 1% of creative management positions are held by women.

And if, in addition to arriving at a creative position, we talk about what goes on in it, we find that 91% of professionals have heard degrading comments from male colleagues or that 60% of professionals feel withdrawn from important meetings. For all this, Santa Publicita has a lot to say: less pussies and more pussies (an Idiomatic expression which means be less cool and more women, or ‘less balls and more pussies’).

Feliz #SantaPublicita​ y #SanPublicito​! Happy advertising day!


The #NoMoreMatildas campaign, promoted by AMIT in collaboration with Dos Passos Literary and Communication Agency, aims to achieve a greater presence of female scientists in textbooks and influence the proportion of women in STEM careers, which is below 28.5% in Spain.

#NoMoreMatildas is a campaign by Gettingbetter Creative Studio, with the collaboration of Dos Passos Agencia Literaria y Comunicación and Kamestudio production, to publicise the "Matilda Effect" and regain the prominence of those scientists who should never have been invisible. The project has been supported since its inception by the Association of Women Researchers and Technologists (AMIT) and by the Office of the European Parliament in Spain. Where would we be today if we had harnessed all the scientific talent and not just a part of it? How can we allow female STEM enrollments to continue to decline? Shouldn't we reinforce the presence of female scientists in textbooks?

The campaign begins with the publication of three stories that recreate the hypothetical life of Einstein, Fleming and Schrödinger in case of having been women. Illustrated by Rodrigo García Llorca and written by Noël Lang, they invite the reader to a necessary reflection. Its lighthearted tone, sometimes even endearing, contrasts with an oppressive graphic style in black and white, a very clear aesthetic with intense red counterpoints.

The Association of Women Researchers and Technologists (AMIT) collaborated in the creation and launch of this idea from ​​Gettingbetter, providing scientific rigor to the stories and participating in the selection of 'Matildas' shown on the web, becoming the promoter of the project, disseminating it and supporting him.

The campaign also featured an audiovisual piece that has gone viral. In a minute and a half, it raises a debate on the consequences of the "Matilda Effect" and invites us to "personalise" primary and secondary school textbooks. 

McDonald’s - Origins (Big Good)

McDonald's has given voice to the individual stories of the producers, ranchers and farmers behind each ingredient in its Big Good hamburger through a documentary directed by Nacho Clemente and produced by the creative agency TBWA\Spain. It aims to help revive the economy of their producers and help them cope with the crisis caused by Covid-19.

‘Origins’, is now available on Amazon Prime Video. OMD also participated in the project, taking charge of the media strategy and True PR of the communication and PR campaign.

Ranchers and farmers from various areas of Spain, affected by the pandemic, have joined the usual McDonald's supply chain, forming a team of more than 2,000 
producers. The Big Good burger was created to support these producers, helping to reactivate their demand and thus contributing to their economic recovery.

Carlsberg - 0.0

Carlsberg is starting 2021 with a toast to alcohol-free beer as it unveils its latest ad featuring Danish actor Mads Mikkelsen. Carlsberg 0.0’s first global ad comes at the start of a year which is predicted to see more people drink alcohol-free beer than ever before. 

It was shot by Spanish production company Canada and director Miguel Campaña.

3 Caminos

The new Amazon Prime Video series, 3 Caminos is directed by Noberto López Amado and Iñaki Mercero and produced by Ficción Producciones and Beta Films. 

The new series, set on the Camino de Santiago, will hit the screens of 195 countries with the intention that viewers fall in love with this story and the Jacobean route.

The great novelty in this case comes from the hand of Estrella Galicia, who invites followers to live the series from home in a different way, accompanying the protagonists of the story in each chapter through a comprehensive experience to enjoy with the five senses. For this reason, it presents a viewing pack that includes a series of elements that connect to each of the chapters so that the viewer will reveal them step by step and accompany the protagonists on their journey.

Both the Estrella Galicia beers and the waters of Cabreiroá are very present in the journey of the protagonists of this series on the Camino de Santiago, as is the case in the real life of many pilgrims.

The series is sponsored by the Xunta de Galicia and the collaboration of the Government of Navarra and the Junta de Castilla y León.

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Nouri Films, Thu, 11 Feb 2021 11:15:37 GMT