Very far from conventional tourism campaigns, focused on showing the destination as a postcard and inviting to get to know it, the new proposal is a “declaration of guilt” on the part of the city that pleads guilty “of exceeding your expectations. To make you experience something that you didn't even know could exist. To make sure that from now on you only think about coming back.”
To find the impact on viewers, visually the word GUILTY has been made the protagonist, with a clear vocation to make those who see the campaign turn their heads.
During its graphic development, the adjective GUILTY is accompanied by the claim “I feel GUILTY of your best moments”, both very typographically differentiated to reveal that it is a statement and not an accusation.
At the production level, the city of Malaga is shown in a fresh, current way, without falling into clichés and showing its idiosyncrasy from the ground, from the street, and with a different rhythm, with very powerful light and with music. groundbreaking
With this defined strategic line, a filming plan has been executed with a duration of twenty-six days, throughout an entire year. Sixty-two locations have been used, and a total of sixty-five extras. In addition, this shoot has obtained the sustainable production seal.
For the recordings, a hand-held camera was used, a shallow depth of field, a combination of general drone shots with other detailed shots, a special cinema drone, a high-speed drone and also micro zoom for detailed shots.
As for the post-production, a montage with an initial contemplative rhythm was chosen to then create a trigger that would increase the rhythm and thus offer a succession of images and sounds with a crescendo rhythm that would impact the viewer.
Another key part is the soundtrack used, a fusion of Malaga folklore and electronics that has emotionality and modernity in equal parts. To achieve this, we counted on the composer Alejandro Levar, who has created a unique piece full of intentionality to remember traditional Malaga music, but transferring it to the present. The soundtrack has a folkloric beat, an allusion to Andalusian roots, and includes cajon timbres, handclaps and guitar strums, but combined with electronic percussion, robotic notes and synthesizer. At the same time it contains
sounds that were specifically captured during the filming of the day-to-day life of the city.
The result, a 1'30" spot and fourteen 45" spots that show eight motivational segments such as gastro tourism; cultural and city break; luxury tourism; nature and beach; family tourism; lifestyle; MICE and Picasso Year; 3 market spots (USA, Middle East, Asia); and 3 seasonal (Christmas, Easter and Fair).
As for the campaign graphics, simultaneous photography sessions were carried out during filming, to provide content for the digital promotion being carried out 'I feel GUILTY' is a campaign signed by beon. Advertising, the advertising agency of the international and independent group beon. Worldwide, who has also been in charge of designing and developing the guiltyofyourbestmoments.com campaign microsite.