Gear Seven/Arc Studios/Shift
Wake The Town
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Seafood Brand Pescanova Swapped the King's Speech for Queens on Christmas


LOLA MullenLowe takes a stand for equality to see in the new year

Seafood Brand Pescanova Swapped the King's Speech for Queens on Christmas

On Christmas Eve, for the past 42 years, the King of Spain has issued a traditional Christmas message on national television. Last year 12,421,000 viewers tuned in.

Over the years, the message has mainly consisted of overcoming obstacles, being grateful, having hope and looking forward to a better future, but rarely does it tackle some more difficult issues.

For Christmas 2017, seafood brand Pescanova decided to take advantage of the tradition to launch its campaign 'The Queen's Message'.

On Christmas eve, instead of just providing a key ingredient for the festivities, the seafood brand went a step further, firmly placing itself within the equality discourse and giving a voice in favour of women and their role in society.

For the first time in 42 years, there will be a Christmas message not given by the king, but by many women who will have the opportunity to transmit their thoughts for 2018 to be a more equality driven year.

The campaign consisted of 15 10-second spots featuring 15 real women. It seeks to empower and inspire women, raise awareness and sensitise men. In short, to drive a conversation and ultimately help achieve equality.


Music / Sound
Post Production / VFX
Agency / Creative
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: People, Dialogue

Categories: Meat & Fish, Food

LOLA MullenLowe, Mon, 08 Jan 2018 14:46:11 GMT