Pablo González de la Peña WorksPart 1 2002_2010

C O N T E N T S

C O N T E N T S

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90Television

92Radio

MEDIA

05Channel 4

1113th Street TV

39Action Against Hunger

49Loewe

59Playstation

63 Spanish Gynecology Society

75Save the Children

CLIENTS DATA

94Awards

96Bio

98Contact & References

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BritishTelevision

Broadcaster

C H A N N E L 4

(Previous spread and next pages) Outdoor and press launch campaign for the Paralympic Games on Channel 4.Pictures by The Wade Brothers.

(Above and next spread) Outdoor & press campaign for the second season of the show “Big Fat Gypsy Weddings”Pictures by Elisabeth Blanchet.

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the horror and suspense

channel

1 3 t h S T R E E T

To celebrate the 13th Street’s 10th anniversary we were asked to launch a campaign which would directly engage its regular viewers without excluding all the other action and suspense movie fans.

With 10 years behind it, 13th Street TV had turn into an authenthic experience. We created the 13th Street Cuisine, a new culinary concept featuring dishes prepared by the famous spanish chef Darío Barrio and the agency team, which reflected the channel’s theme.

The 13th Street Cuisine is a campaign, an experience, a restaurant open to the public, a media content, a source of income and at the same time an alternative in the gastronomic scene.

Open for dinner Monday througn saturday, the exclusive event (50 guests) had a daily occupancy of over 90% (1135 guests in total). It got a huge buzz in mass media with an estimated publicity of 150,000 euros and hundreds of positive reviews regarding its originality, design and unique flavour.

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Previous page, famous spanish chef Darío Barrio is cooking an “Autopsy”. Up, the13th Street Cuisine, which took place in the fancy “Oscar Hotel” in downtown madrid.The menu, delivered in a sealed envelope to every guest.

Up, famous spanish chef Darío Barrio is cooking an “Autopsy”. Down, the13th Street Cuisine, awhich took place in the fancy “Oscar Hotel” in downtown madrid.

“Knives” & “Toaster” (Next Page). Campaign for media plannersPictures by Jordi Adriá

Outdoor action for the Premiere of “Blood Ties. Sons of the Night.”Picture by Revès Digital

(Previous sheet, double page) Print ad for the summer season launchPicture by Ricardo Salamanca

(Left) Poster for channel’s 9th birthdayPicture by Ángel Álvarez

(Next sheet, double page) “Chocodriles”. Campaign for media plannersPicture by Eduardo Miera

(Page 28/29) “Monster”, to celebrate the viewers new recordPicture by Eduardo Díaz Bourgeout

(Page 30/31) “Point of View”. Print ad for a serial killers cycle movieIllustration by Konstantin Schalev

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innovative solutions to

world hunger

A C T I O N A G A I N S T H U N G E R

55 million children around the world suffer from hunger. 19 million are malnourished. Five million die each year. It would cost 3 billion euros to eradicate the problem. The NGO Action Against Hunger has developed practical ways of dealing with malnutrition and wants to spread information about RUTF, an energy-dense foodstuff.To encourage ordinary peope to become participants in the battle against hunger as well as increase awareness among governments, we decided to focus on asking just one

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person to help. That one person is Al Gore. After doing a good job raising awareness of climate change with his film “An incovenient Truth”, perhaps he could do the same again for children in poverty and distress.The campaign is a public inter-national appeal to the Nobel Peace Prize winner, Al Gore, to direct a documentary about the fact there is an effective and archievable solution (though quite unknown) capable of giving these children the chance to live full lives with RUTF.

Official Poster of No Hunger. The Movie that should be done.

The trailer of No Hunger was laun-ched as if the movie already existed, gave information on malnutrition and encouraged people participate in the battle against hunger by sig-ning the petition in www.pideseloa-algore.org asking Al Gore to make this film.

VIEW TRAILER

The campaign is centered around www.pideseloaalgore.org, where visitors are asked to leave a mes-sage encouraging Al Gore to fina-lly make the movie, find out more about hunger in the world and co-llaborate with AAH.

Viral Action: Building on the Oscar awards ceremony closeness we de-cided to imagine what the nomina-tions would be like if the movie exis-ted. The hoax quickly turned into the first video to appear in youtube searching the Oscar nominations 2009 in Spanish.

F A M O U S P E O P L E S U P P O R T I N G T H E C A M P A I G N

Mario Vargas Llosa, writer. Nobel Prize winner 2010.

Fernando Trueba, director. Oscar winner 1994.

Tim Zagat, Founder and CEO of Zagat Surveys.

Patrice Leconte, director.

Franck Dubosc, actor.

Claude Lelouch, actor.

Desmond Tutu. Nobel Prize winner 1983.

Belén Rueda. Actress.

Florentino Fernández, comedian.

Cara Seymour, actress

Samuel Le Bihan, actor.

Jean Rochefort, actor.

Santiago Segura, actor.

Juan Diego Botto, actor.

Ariadna Gil, actress.

Pilar López de Ayala, actress.

Laia Marull, actress.

Toni Cantó, actor.

Fernando Colomo, director.

Fernando Savater, Philosopher.

Nick Ashdon, actor.

Javier Fesser, director.

Gerard Jugnot, actor.

Bérénice Bejó, actress.

F A M O U S P E O P L E S U P P O R T I N G T H E C A M P A I G N M E D I A N O I S E & R E S U L T S

Movie distributors and production companies also supported the cam-paign publicizing the posters among the week’s premieres. Dozens of ce-lebrities supported the campaign. 33 media reports on print, radio and TV. 112,575 users visited the webpage. 73,862 signed the official request. Due to its success in Spain, the campaign was released in the USA, UK and France. More than 1,5 million euros generated in ad-vertising in just 3 months and the most important: an increase of 150% in the number of new mem-bers and donors.

“ I T ’ S Q U I R K Y ,B U T I M U S T A D M I T I T I S A G O O D I D E A ”

A L G O R E S P O K E S P E R S O N

“ I T ’ S Q U I R K Y ,B U T I M U S T A D M I T I T I S A G O O D I D E A ”

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parfums

L O E W E

“Corridor”, “Lobby” (previous pages), “Bellboy”, “Roof ”, “Singer” (this sheet) and “Keyhole” (next page). Worldwide launch campaign for Quizás, Quizás, Quizás, the new Loewe fragrance.

Pictures by Eugenio Recuenco

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P L A Y S T A T I O N

“Duel”. Print ad to promote the new Playstation Dual Shock controllerPicture by Ángel Álvarez

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S.E.G.O.

S P A N I S H S O C I E T Y O F G Y N E C O L O G Y

THE MONUMENT AGAINST CANCER

Cervical cancer kills two women everyday in Spain (over 700 per year) and almost no one is aware of this. In December 2007, a vaccine was created to prevent it. For this reason, six scientific associations led by SEGO (Spanish Association of Gynecology and Obstetrics) came together to launch an awareness and prevention campaign.

In search of a groundbreaking way

to honor an important moment in history and make the news more viral than the virus itself, we decided to raise an actual monument in a public park and inscribe the names of the first 25,000 people who helped to virally spread the news using internet, online, buzz, mailings, ambient marketing, tv, prints, etc.

Because the first vaccine against cancer should never be forgotten.

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THE MONUMENT AGAINST CANCER

25.600 names engraved in 24 columns.

Sunset in Parque del Turia (Valencia).

We motivated people to help us spread the news by saying: “The first 25,000 people that forward this message to 2 friends will have their name inscribed in the monument”. The landing page contains an exact count of how many people have supported the cause.

Type your name and forward the message to two friends.

After forwarding the messa-ge, you are told exactly where your name has been inscribed in the monument.

In addition, the web includes a feature that allows you to virtually navigate throughout the monument’s co-lumns, finding your name and all the others that have supported the cause.

W E B M A K I N G T H E N E W S M O R E V I R A L T H A N T H E V I R U S I T S E L F

“The beginning of the end of cervi-cal cancer. This is an event that we want to celebrate, so we’re raising a monument so this accomplishment will forever be remembered.”“Cervical Cancer will no longer kills two women a day. Our daughters and our daughters’ daughters will no longer to be its victims. Its story ends, our continues. Our triumph will remain forever.”

T V S P O T A N D P R I N T T O G E N E R A T E T R A F F I C T O T H E W E B

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S A V E T H E C H I L D R E N

“Sudoku” (precious sheet), “Soccer” (previous page) and “TV”. Awareness print campaign.

“Playstation” (previous sheet), “Cosmopolitan” and “Youtube” (next page). Awareness print campaign.

“Sami”, “Pedro”, “Teresa and Amina” (next sheets). Awareness print campaign.

Watch

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T E L E V I S I O N

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Hear

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R A D I O

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R A D I O

A W A R D S

1Yellow Pencil D&AD

1In Book D&AD

6Cannes Lions

3One Show Merits

1El Sol Festival Grand Prix

20 El Sol Festival Awards

4Silver Awards Spanish Creative Club

18Merit Awards Spanish Creative Club

1Yellow Pencil D&AD

1In Book D&AD

6Cannes Lions

3One Show Merits

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1980 2000 2002 2003 2004 2006 2009 2010 2012 2045

Spanish Creative Club Tour.Creative workshops in the agencies TBWA, Remo, Contrapunto, Dimensión, Saatchi & Saatchi and Leo Burnett.

Superior School of Advertising.Diplomed in Creativity and Advertising Technics.

Vitruvio Leo Burnett, Madrid. Training. Working for McDonalds, Philip Morris and Fiat.

Shackleton Madrid Art Director. Creative director since 2006. Working for 13th Street TV, Loewe, ACH, Localia TV and Save the Children.

TBWA/Madrid Art Director. Working for Playstation, Haagen Dazs, Unicef and Aeromexico.

Birth

B I O

1980 2000 2002 2003 2004 2006 2009 2010 2012 2045

4 Creative, London.Senior Creative.Working for all TV Channels and platforms across Channel 4.

Spanish representativein Cannes Young Creatives.

Selected by Capital Magazine as one of the 100 spanish leaders of the future.(Issue number 174)

Miami Ad SchoolTutor.

Selected by “The Advertising Newspaper” as one of the 30 best young creatives in Spain.

RetirementChina Madrid Creative Director.Working for Ono Communications and Sitges Fantasy Film Festival.

Ti22 Magazine.Founder and Editor.

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C O N T A C T A N D R E F E R E N C E S

Pablo is definitely one of the best representatives of the new generation of creatives who understand communication as a whole. He is able to think strategically, maintaining a global and integrated vision, whilst he executes his ideas with an enviable talent.Pass him the ball and he will always make sure that he scores the goals.

JUAN NONZIOLI, Founding Partner and General Creative Director.Shackleton Group, Madrid.Cannes Lions Agency of the Year three years in a row.

For references: +34 917 434 444

Pablo is a formidable creative and a nice guy - the kind of combination we look for at 4Creative. He’s at the top of his game and we’re incredibly excited to have him on board.

TOM TAGHOLM,Network Creative Director.

4Creative, London.

For references: +44 (0) 845 076 0191

Pablo G. de la Peñaart & creative director

hi@pablodelapenya.comUK: +44 (0) 783 433 4141Spain: +34 659 843 358

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Pablo González de la Peña is one of most versatile and multidisciplinary creatives I know. He has a unique virtue: Constant challenges. That’s the secret of his continuous progress.

CONCHA WERT, Spanish Creative Club Manager.

For references: +34 915 915 478