LLORENTE & CUENCA - "Play to Move"

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Company: LLORENTE & CUENCA, Madrid, Spain
Company Description: LLORENTE & CUENCA is the leading communication, public affairs and reputation management firm in Spain, Portugal and Latin America. The team is integrated by 22 partners and more than 482 professionals who provide strategic communications consultancy services to companies in all business sectors targeting the Spanish- and Portuguese-speaking markets.
Nomination Category: Video Categories
Nomination Sub Category: Internal/Employee Communications

Nomination Title: Play to Move

Date this production was first released/publicly viewed: Media Placement Launch Date: 01/03/2016

Gamification
Placement / Location Spain
Date 01/03/2016

Shooting Brand film
Placement / Location Spain, Brazil and Peru
Date 01/05/2016

International Release
Placement / Location Spain, Brazil, Argentina, Mexico, Ecuador
Date 15/01/2017

Ongoing Communication
Placement / Location Spain

Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):

Development of the first transmedia project, with Telefónica’s employees globally. The ultimate goal was to translate the principles of Responsible Business, and the projects the company develops around the world. An area hitherto perceived as something boring, distant carried out only out of obligation.

To turn this situation around, from LLORENTE & CUENCA we developed “Play to Move”. The strategic focus was on turning these Principles of Responsible Business into something fun, co-created by employees, relatable and innovative.

This transmedia campaign consisted of:

-An initial gamification to choose a selection of 3 employees through the development of an game app, available for iOs and Android;

-A trip to Spain, Brazil and Peru, to get to know the projects that Telefónica develops around the world.

-The production of a Brand Film, starring these three employees, documenting the trip

-And finally a Brand Film premiere in the different countries.

The result of these efforts was a campaign that has broken molds in the company, by using for the first time, all kinds of innovative solutions, never seen before, regarding employee engagement.

Provide the applicable creative and production credits for this nomination:

Name: David G. Natal
Company: LLORENTE & CUENCA
Position: Creative Director
Role: Creative manager, project conceptualization and supervision

Name: Julio Alonso
Company: LLORENTE & CUENCA
Position: Brand Film director and storyrunning
Role: Development and management of gamification

Name: Alejandro Cerqueira
Company: LLORENTE & CUENCA
Position: Communications Director
Role: Yammer social media manager

Name: Jon Pérez
Company: LLORENTE & CUENCA
Position: Account Manager
Role: Communication and social media supervisor

Name: Ana Folgueira
Company: Impossible Tellers
Position: Project production manager
Role: Documentary content and storyrunning supervisor

Name: Athalía Vilaplana
Company: LORENTE & CUENCA
Position: Art Director
Role: Project identity and visual style designer

Name: Guillermo Tena
Company: Impossible Tellers
Position: Brand Film production director
Role: Post-production director

Name: Luis Heras
Company: Impossible Tellers
Position: Producer
Role: Brand Film Producer