Mahou - The Wikifilm
The first-ever collaborative film made by a brand
Spain’s leading beer brand Mahou has a longstanding commitment to Spanish Cinema. For decades, the brand sponsored Spain's most awarded films. However, in 2009, as audiences became more connected and social, this classic sponsorship model needed to evolve.
Our strategy was simple, but incredibly disruptive at the time: Instead of telling the audience everything about the movies they help making, we wanted Mahou to invest the entirety of their sponsorship budget in helping people experience the making of a movie.
That’s how the Wikifilm, the first-ever mass collaborative film project made by a brand, was born.
A short film that people could co-direct and own by making key decisions, submitting all kinds of content and props, or taking part in multiple videocasting sessions via Youtube.
THE FIRST-EVER BRANDED COLLABORATIVE FILM
The project was coordinated by two famous Spanish film-makers, José Corbacho and Juan Cruz, and advertised through an ambitious integrated campaign containing commercials, happenings in cinemas, online and radio ads plus multiple PR events.
Over the course of 4 months, the audience took part in a typical day-to-day production process, this time open for everyone to join. During this time, we carefully crafted and dynamised over 30 challenges, involving from pre-production, to the shoot (the first-ever shoot broadcasted live on social media) and post-production.
The result was 'Universes', a 30' film premiered at a massive PR event in Madrid, which attracted the vast majority of Spanish-speaking media and film industry.
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 genuine approach of The Wikifilm, and the love we put in each of the legs of this project (and also in the sequel that followed) still stand as best practises for many publications and experts. The 3257 co-directors that took part in all of the challenges still own the award to the longest credit titles in history.
- 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