Music, love and… piñatas!!!
This is a a spot directed by No-Domain and produced by 8 de agosto for the most important rock festival in Barcelona, Primavera Sound, that offers concerts from bands such as Pixies, Pavement, Pet Shop Boys, Orbital, or Wilco.
The tagline of the spot means “Feel the music like never before”. Under this concept, we can see all kind of objects that spring from inside these human-like piñatas. Those objects represent the torrent of emotions, feelings and memories that the music can generate. The emotional tone of the campaign developed by agency Publicis continues in the site Sanmiguelprimaverasound.com where the user can find and download different selections of Spotify lists associated with different moods (Happy, electric, nostalgic, etc.).
Likewise, the site offers another playlist with a selection of songs from the artists who will be performing in the festival Primavera Sound. Under the playlist named “Excentric” you can find the song that serves as soundtrack for the ad:
“Ambling Alp” by Yeasayer.
And the making-of…
Product: San Miguel Primavera Sound
Creative Directors: Marcelo Vergara, Fabio Mazía & Santiago Lucero.
Creative Team: Xavier Sitjar
Agency Producer: Gustavo Samaniego
Production Company: 8 de agosto
Executive Producer: Carolina López Caballero
Producer: Sergi Roda
DoP: Dani Robles
Music: Yeasayer “Ambling Alp”