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ŠKODA Spain Goes Spaghetti Western in New Cowboy Campaign

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Proximity Barcelona launches followup to its Cannes Lions award-winning '70 Guardians of Winter' campaign

ŠKODA Spain Goes Spaghetti Western in New Cowboy Campaign

In 2015, ŠKODA Spain and Proximity Barcelona launched a social project focused on mobility with their Cannes Lions award-winning '70 Guardians of Winter' campaign. 'The Desert Cowboys' is the second instalment of the brand’s initiative to halt isolation, cementing its commitment to combating this serious issue affecting Spain.

This time, ŠKODA has chosen to help the villages of the Tabernas Desert (Almería, southeastern Spain), a region that became famous in its heyday as a location for filming spaghetti westerns – a glamorous past that contrasts starkly with its present day situation.

'The Desert Cowboys' is a series of branded content videos– paying homage to the region’s glorious past and explaining its current problem with isolation – with the aim of generating public support for creating a 21st century stagecoach service to reconnect the desert’s villages.

The project aims to extend its scope far beyond Almería and Spain, as its end goal is to make people aware of the global problem of isolation in rural areas, an issue that affects thousands of villages all over the world. An English version of the project has also been developed and will be launched across the Czech brand’s various markets.

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Media Agency

Account Director: Elisabeth Rossell

Media Agency: PHD Media Spain

Planner: Álvaro Gutierrez, Bárbara Clemente, Alice Pagano

Production Company

Director: Paco Caballero

DOP: Román Martinez de Bujo

Executive Producer: Ramón Corominas

Production Company: Lobo Kane

Creative Agency

Account Executive: Alba Muñoz

Account Management: Arantza Bilbao

Account Supervisor: Aida Mateo

Art Director: David Casado, Bruno Spagnuolo, Anna de Más, Sergio Lahoz

Client Servicing: Amanda Muñiz

Copywriter: Anna Soler, Laura Cuni, Jordi Iglesias

Creative Agency: Proximity Barcelona

Planner: Patricia Urgoiti

Producer: Sigfrid Mariné


Advertiser: ŠKODA Spain

Chief Creative Officer: Eva Santos

Genres: Storytelling, Dialogue

Categories: Automotive, Cars

Proximity Worldwide, Fri, 21 Jul 2017 12:23:53 GMT