{"id":4101,"date":"2014-05-26T21:52:14","date_gmt":"2014-05-26T19:52:14","guid":{"rendered":"https:\/\/worldbrainthefilm.com\/_POLARSTARFILMS2020\/?p=4101"},"modified":"2021-02-23T21:53:31","modified_gmt":"2021-02-23T19:53:31","slug":"comenca-el-festival-del-sol-un-referent-mundial-per-a-la-publicitat","status":"publish","type":"post","link":"https:\/\/www.polarstarfilms.com\/ca\/comenca-el-festival-del-sol-un-referent-mundial-per-a-la-publicitat\/","title":{"rendered":"Comen\u00e7a el Festival del Sol, un referent mundial per a la publicitat"},"content":{"rendered":"<p>Dijous vinent comen\u00e7a, a Bilbao, El Sol: El\u00a0<a href=\"http:\/\/elsolfestival.com\/\" target=\"_blank\" rel=\"noopener\">Festival Iberoamericano de la Comunicaci\u00f3n Publicitaria<\/a>, un dels festivals de publicitat m\u00e9s importants del m\u00f3n. La setmana passada, el festival va informar que aquest any hi hauria 2.296 campanyes en competici\u00f3, fet que suposa gaireb\u00e9 un 13% m\u00e9s de participaci\u00f3 que l\u2019any passat.<!--more--><\/p>\n<p><img decoding=\"async\" class=\"alignright\" src=\"https:\/\/www.polarstarfilms.com\/img\/sol_festival.jpg\" \/>Donant un cop d\u2019ull a les campanyes publicit\u00e0ries que van estar al palmar\u00e8s l\u2019any passat, ens trobem amb \u201cInmortal Fans\u201d, una campanya de l\u2019<strong>ag\u00e8ncia Ogilvy Brasil<\/strong>\u00a0per l\u2019 Sport Club Recife, \u201cAquarius Pueblos\u201d de l\u2019<strong>ag\u00e8ncia Sra Rushmore<\/strong>\u00a0per Aquarius o \u201cCoca-cola download concert\u201d, d\u2019<strong>Ogilvy &amp; Mather<\/strong>\u00a0per a Coca-cola. Malgrat que es tracten de campanyes molt diferents, \u00e9s curi\u00f3s observar com totes tenen un punt en com\u00fa: les ag\u00e8ncies han vist, en les xarxes socials, un medi on construir les seves estrat\u00e8gies de m\u00e0rqueting. El perfil del consumidor ha canviat, \u00e9s m\u00e9s exigent, vol noves experi\u00e8ncies, emocions i participar de la compra-venda. \u00c9s per aix\u00f2 que, en definitiva, la publicitat que ven \u00e9s la que connecta. El gran premi del Sol 2013, \u201cInmortal Fans\u201d, per exemple, animava els seguidors de l\u2019Sport Club Recife a fer-se una targeta de donant d\u2019\u00f2rgans. A trav\u00e9s d\u2019aquesta targeta, la fam\u00edlia del donant podia con\u00e8ixer el desig de donar del seguidor. El n\u00famero de donants que s\u2019hi van inscriure va ser esborronant i la donaci\u00f3 d\u2019\u00f2rgans al Brasil va augmentar un 54%.<\/p>\n<p>Sens dubte, cada cop s\u00f3n m\u00e9s les campanyes que tendeixen a apel\u00b7lar a la participaci\u00f3 i als sentiments de l\u2019audi\u00e8ncia per aconseguir un major abast, i els darrers treballs de Polar Star Films en s\u00f3n una prova. A la propera campanya de l\u2019<strong>agency RdC Comunicaci\u00f3<\/strong>\u00a0per GAES, per exemple, comptem amb hist\u00f2ries verdaderes de persones amb problemes d\u2019audici\u00f3, o al\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=F_SRTNVGp6M\" target=\"_blank\" rel=\"noopener\">\u201cClient d\u2019Or\u201d de DDB per MediaMarkt<\/a>, la protagonista \u00e9s ni m\u00e9s ni menys que una clienta de la cadena. Estem segurs que aquesta tend\u00e8ncia no pot anar sin\u00f3 al al\u00e7a.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dijous vinent comen\u00e7a, a Bilbao, El Sol: El\u00a0Festival Iberoamericano de la Comunicaci\u00f3n Publicitaria, un dels festivals de publicitat m\u00e9s importants del m\u00f3n. La setmana passada, el festival va informar que aquest any hi hauria 2.296 campanyes en competici\u00f3, fet que suposa gaireb\u00e9 un 13% m\u00e9s de participaci\u00f3 que l\u2019any passat.<\/p>\n","protected":false},"author":108,"featured_media":3960,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[144],"tags":[],"class_list":["post-4101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicitat"],"_links":{"self":[{"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/posts\/4101","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/users\/108"}],"replies":[{"embeddable":true,"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/comments?post=4101"}],"version-history":[{"count":1,"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/posts\/4101\/revisions"}],"predecessor-version":[{"id":4102,"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/posts\/4101\/revisions\/4102"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/media\/3960"}],"wp:attachment":[{"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/media?parent=4101"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/categories?post=4101"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.polarstarfilms.com\/ca\/wp-json\/wp\/v2\/tags?post=4101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}