There are many Christmas stories that touch hearts every year. This one is special. This one is real. McCann Madrid and Iberia Airlines presented four travellers with the ultimate Christmas dilemma. They could take their booked flight to spend Christmas with friends and family or they could accept Iberia’s offer to fly to the destination they’d always dreamed of visiting – with everything included and at no additional cost.
The participants were told they were part of an Iberia documentary and were surprised with the offer right before boarding their flights. Meanwhile, the decision-making process was streamed live, capturing how their families were experiencing the real moment of the decision. What did they choose? The campaign, The Christmas Dilemma, highlights the brand’s purpose, Connecting people, we create the future. What do you think they did?
The campaign film was filmed in Madrid and Peru, directed Santiago Zannou and produced by production company, Júpiter. It launched on December 16, in Spain across TV, social media, and cinemas, as well as in Colombia, Mexico, and Argentina on social media, with versions of three minutes, 90 seconds, 60 seconds, and 20 seconds.
The full campaign began the week of December 9 with a teaser action in outdoor spaces, where several building facades in Spain were transformed into personalised Iberia boarding passes. The boarding passes featured the names of the homeowners or their family members, and the activation was amplified on social media by various influencers.
Credits:
Client: Iberia Airlines
Client Team: Gemma Juncá, Sophie Deslandes, Jesús De La Torre & Paula Gasch
Creative Agency: Mccann Madrid
Creative Partner: Emiliano González De Pietri
Creative Directors: Ander Mendivil, David Valgañón & Guillermo Santaisabel
Creatives: Lucía Comba, Ricardo Rovira, Daya Muñoz, Ana Beneto & María De La Flor
Chief Strategy Officer: Lucas Rodríguez
Strategy Director: María Goñi
Business Lead: Carmen Marfil
Account Leads: Clara Mateos, Adrián Méndez, Marta Torrecillas, Mercedes Mínguez & Almudena Ruiz
Social Manager: María Balado
Executive Producer: María Iglesias
Production Manager: Carlos Lucas
Media: Havas Media
Production Company: Júpiter
Director: Santiago Zannou
Music & Sound: OEO
