The Fumío Staircase protagonist of the FePI

The agency’s award-winning initiatives were Diageo’s “Distilling Truths” and “Let them say whatever they want” for the Clipper drink.

The First International Festival of Independent Advertising (FePI) closed his Special Edition 15 years with the award ceremony, broadcast on Streaming, which put the finishing touch to a total of fifteen uninterrupted weeks of program, content and presentations, which presented various professionals and creatives from different sectors of communication, advertising, and companies .

The Canarian creative agency based in Las Palmas and Madrid, The Smoke Stair, obtained representation through two bronzes in the categories Original Music for Radio, Cinema, TV and / or Internet and Institutional and Corporate Image Campaigns with their “Let them say what they want” campaigns for the Clipper drink and Diageo’s “Distilling Truths”, respectively. Awards that position it as the only creative agency in the archipelago to be awarded, twice in the same edition, for the organization of the Festival.

Creativity to the power of La Escalera de Fumío

The two campaigns, developed by La Escalera de Fumío, awarded at the festival are a true reflection of the differential personality of the work team behind each one of them. Both involve a conscious exercise in understanding the momentum in which the leading brands were found, and above all, the social context of action on which it was intended to create an effect of attraction, reflection and communication.

“Distilling truths” is the name of the creative idea developed by La Escalera de Fumío for the initiative of the world’s leading premium beverage company, Diageo, and starring its brands Tanqueray y J&B with which it was tried to raise awareness about the false myths around the ways of consuming alcoholic beverages. A campaign that sought to unveil the truth about the universe of alcohol based on a scientific basis, which would convey to the target audience the reality that responsible consumption always starts before information is provided. “It’s not what you drink”, but how much do you drink was the central message of this campaign, with which it was intended to generate consumer awareness, materialized in various audiovisual pieces located on the main digital platforms of the brands.

“Let them say what they want” was the name of the song and video clip starring the Canarian artist of the genre Trap Juacko with which the Clipper brand reconnected with its younger audience. Breaking the molds, and adapting to the idiosyncrasy of that desired fan base, La Escalera de Fumío proposed this advertising campaign outside of its standards and formats. A video clip (and not a spot) to talk about the brand, content and protagonists to share the same language and style of thought and life in such a way that it will be possible to impact that desired audience without thereby perceiving the tangible value of the advertising.

Press release.

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Source: Marketing Directo by

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