Published on March 16th, 2018 | by mundohr0
The 1906 campaign to attract Bansky to Las Meninas de Canido triumphs at the Premios Genio
Hijos de Rivera has been awarded the Gran Premio Genio 2018 Inovación in Marketing Communication and Use of Media, and the Primer Premio Genio Inovación in the Branded Content 2018 category. 1906 attracted international attention to the Canido neighbourhood in Ferrol through a revolutionary promotional campaign that asked Banksy to participate in the Meninas de Canido cultural project.
Gran Premio Inovación in Marketing, Communication and Use of Media and Primer Premio in Branded Content for the ‘Meninas de Canido’ campaign
Our beer brand 1906 was the big winner at the Premios Genio award ceremony held in Malaga, that rewards the most creative and innovative initiatives in Marketing, Innovation and use of the Media in 2018. Our marketing team went up twice to receive the Gran Premio Genio 2018 Inovación in Marketing Communication and Use of Media, and the Primer Premio Genio Inovación in the Branded Content 2018 category, making them the clear winners on the night.
And all thanks to the campaign launched by 1906 last August with the agency Ymedia with the aim of supporting Las Meninas de Canido cultural project that wants to highlight the bohemian neighbourhood.
An invitation to Banksy via the Las Meninas de Canido campaign
The initiative by 1906 invited Bansky to take part in this project by reserving a space for him in the neighbourhood so he could leave a piece of artwork in what would be his first in Spain. In order to do so, the international campaign was launched inviting the elusive artist to reinterpret Velazquez’s painting on the walls of Canido.
1906’s promotional proposal was widely publicized in Spain and abroad bringing the neighbourhood of Canido in Ferrol into the limelight both in Spanish media on, for example, billboards, as well as in international press like The Times, The Daily Telegraph, La Repubblica, Le Parisien and The Guardian in order to transmit the message to Banksy himself.
The originality of the campaign and the success obtained with its dissemination have had a great impact on the marketing sector that has decided to reward 1906 for its daring and innovative proposal. Covadonga Noguerol, Head of Marketing Services at Hijos de Rivera, stated that: “To surprise and innovate in the world of publicity where there is so much creativity and talent is becoming increasingly complicated. That is why we value the recognition awarded to this 1906 campaign that has given us so much joy and that also has a real return in people’s lives by bringing new life into this neighbourhood of Ferrol.”
Meninas de Canido, an annual urban art event since 2008
During the first weekend of September artists, musicians, writers, sculptors and photographers gather to paint new works and continue to contribute to transform the Canido neighbourhood into the culture centre it aims to be. Since the local artist Eduardo Hermida started it in 2008, 1,200 artists from Spain and also the rest of the world have left their mark in the area and have helped to project Canido internationally.
Currently, there are over 250 paintings by artists such as Antón Patiño, Menchu Lamas, César Lombera, Moncho Borrajo, Víctor Coyote and Jorge Llorca, among others, that have made the walls of this Ferrol neighbourhood their canvases on which to represent their particular vision of Diego Velázquez’s most famous work.
This post is also available in: Spanish