December, 2008 / Seisgrados
project: Self-promotion campaign.
creative team: Daniel Calabuig, Iu La Lueta and Raúl Gª Uclés.
description: According to legend, the Three Kings were not three but four. Artaban, the fourth Wise Man, is the least known but it’s the only true magician. It’s also the founder of a coal company.
In order to enhance their sales on Christmas 2008 phoned to the agency Seisgrados.
As a result of this union was born a campaign unique in its kind: Qué Carbón! (“What Coal!” In spanish this expression seems to be “What a bastard!”).
pieces: Online platform, viral video, direct marketing, t-shirts, e-mailings and public relations.
awards: Finalist in the spanish Imán Awards’08.