Telefonica Print, Case study Behind The Teardrops by McCann Madrid

Behind The Teardrops
The Print Ad titled Behind The Teardrops was done by McCann Madrid advertising agency for Telefonica in Spain. It was released in Oct 2016.
Advertising campaign for Telefonica

Telefonica: Behind The Teardrops

Brand
Telefonica
Media
Print, Case study
Released
October 2016
Posted
October 2016
Market
Spain
Industry
Telecommunications Services
Agency
McCann Madrid
Copywriter
Rafael Martinez
Executive Creative Director
Jon Lavín
Executive Creative Director
Raquel Martinez
Art Director
Borja Diego
Chief Creative Officer
Monica Moro

Awards:

Cannes Lions 2017
Print And PublishingUse of Print: Innovative Use of PrintBronze Lion

Credits & Description:

Title: Behind The Teardrops
Agency: Mccann Madrid
Brand: Telefónica
Country: Spain
Entrant Company: Mccann Madrid
Advertising Agency: Mccann Madrid
Chief Creative Officer: Mónica Moro (Mccann Spain)
Executive Creative Directors: Jon Lavín, Raquel Martínez (Mccann Spain)
Art Director: Borja Diego (Mccann Spain)
Copywriter: Rafael Martínez (Mccann Spain)
Account Team: Carmen Marfil, Clara Mateos, Inma Soriano (Mccann Spain)
Photographer: Maurice Mikkers (Freelance)
Entry Summary:
SITUATIONSomething was discovered recently that was to revolutionise the world of molecular biology: each human tear takes on a different shape depending on the emotion that causes it.Emotions like joy or sadness are capable of fashioning a tear by changing its morphology entirely.(news images)Even so, there was still a great deal to investigate, as there are many other emotions that it had not been possible to register.IDEAAt movistar+ we have the widest variety of content, content with which to experience the widest variety of emotions. We proposed taking this discovery to the next level by creating the most extensive visual catalogue of emotions. Because each emotion looks different.