Mahou - The Wikifilm
The day we turned a sponsorship program into a bold, innovative content platform.
Mahou, Spain’s leading beer brand, has a longstanding commitment to Spanish Cinema. The brand was famous for sponsoring the world-class productions from the Spanish movie industry. However, our aim was to evolve this classic model of sponsorship into the new 2.0 communication environment.
We persuaded Mahou to invest all their budget for cinema sponsorship in providing everyone the opportunity to experience the movie making process.
That’s how the Wikifilm, the first-ever mass collaborative film project, was born. A short movie that anyone could co-direct and own by making key decisions, providing all kind of content, or even taking part in videocastings via Youtube.
A FIRST-EVER MASS COLLABORATIVE FILM
The project was coordinated by two popular Spanish cinema film-makers, José Corbacho and Juan Cruz, and advertised through an integrated campaign which included commercials, happenings in cinemas, online, radio, social media and multiple PR events.
People were involved in the day to day production process for over 4 months. From pre-production, shoot (the first-ever shoot broadcast live on social media) to post-production.
The result, 'Universes' became a 30’ short movie premiered at a big event in Madrid which attracted the attention of the national movie industry and film festivals.
Its 3,257 co-directors own the longest credit titles in history.
WHY I LIKE IT?
As you might imagine, Social Media and Branded Content weren't as developed and trendy in 2009 as they are nowadays. However, the approach of The Wikifilm still stands as a example for modern sponsorships. The film and its sequel caught the attention of the main players within the cinema industry. A couple of years later, another famous international agency launched a similar project, but fortunately they didn't put the same love we put in every detail.
- EL SOL - Best Use of Media - Silver
- EL SOL - Digital Campaigns - Silver
- EL SOL - Direct Marketing - Bronze
- EFI AWARDS - Efficacy - Bronze
- SPANISH CREATIVE CIRCLE - Anuario del CdeC
- BESTPACK IPMARK - Silver
- PREMIOS INTERACTIVA - Gold
- CONTAGIOUS MAG #21 - Most Contagious
- Year: 2009-2010
- Agency: Doubleyou
- Role: Creative Director
- Team: Alex Ademà, Roberto Fara, Pablo Honey, Alba González, Ramon Castillo