We’re living life through screens.New technologies, artificial intelligence, virtual friends and increasingly immersive video games are taking us further and further away from reality.
Serviceplan Spain’s campaign for Region of Valencia reunites people with the joy of real experiences – real places, activities, experiences and moments. It encourages tourists to have unique, unfiltered experiences, while reflecting on the importance of authenticity versus digital, with the tagline, The most immersive experience is reality.
The protagonist chosen to voice the campaign is Arkano, a Spanish rapper with roots in the Region of Valencia, and winner of the Guinness World record for improvisation. As a source of inspiration, he analysed real conversations and expressions used in the virtual world, composing an exciting and emotional story, with parallels between both – the real and the digital worlds. The spot features Arkano’s rhymed texts, accompanied by images and an audio-visual language characteristic of digital productions.
The hero spot was directed by Cayetano Gonzalez at Isola Films, brings together everything that the Region of Valencia has to offer travellers and cannot be found in the digital environment, but must be experienced.
The full campaign includes hundreds of pieces adapted for various online and offline media, around the different tourism products, target audiences and seasonal seasons, to promote tourism throughout the year. It is running in Spanish and Valencian, nationally and regionally, and has also been translated and adapted for international markets.
Credits
Client: Turisme Comunitat Valenciana
Client Team: Sergio Bellentani, Miguel Ángel Blasco, Luis Tormo, Carmen Sahuquillo
Agency: Serviceplan Spain
Chief Executive Officer: Ainhoa de la Pozas
Executive Creative Director: Emilio Valverde
Art Director: Carlos Alcácer
Copywriters: Pablo Tesio, Andrea Ventura & Arkano
Account Director: Vanesa Gómez
Junior Account: Teresa Borrás
Production Company: Isola Films
Director & Photographer: Cayetano Gonzalez
