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“Ghosts”, is the new Pavofrío´s campaign created by McCann Madrid that reflects some of the women fears, and trying to chase them away. Under the claim “'Let's not feed the fears, let's feed another model of woman”, the brand, with a touch of humor, puts the attention into four women social problems: to be mother yes or yes, not to be single, feel culpable for prioritizing the professional life, and try to look perfect into the social networks.

Advertiser: Campofrío

Brand: Pavofrío

Digital Agency

Digital Agency: PixelandPixel

Production Company

Production Company: HARRY

Executive Producer: Tay Sánchez

Director: Dionisio Naranjo

Producer: Lucas de la Rúa

Creative Agency

Creative Agency: McCann

Art Director: David Valgañón

Copywriter: José Manuel Corbalán

Chief Creative Officer: Mónica Moro

Executive Creative Director: Raquel Martínez, Jon Lavin

Planner: Juan Manuel Ramírez

Producer: Los Producers

Media Agency

Media Agency: OMD

Categories: Food

McCann Spain, 4 years ago