oink! ..
Cults, Fans, Brands and Carlitos y Patricia
.. What’s Carlitos y Patricia? The People. No Results, No Glory. Ikea. From Redecorate your Life to Welcome to the Independent... Vueling. The Creation of a Hype Brand from Zero. Quely. Making Big a small Local Brand. Lavazza. Passion Me. Let’s Shake the Espresso. Bb. Good naming is Simple. MACBA. An stiff museum saying “hola”. Williams Men’s Toiletries. Metrosexuals are passé. Brands, Brands and Brands. And a very special branding case: ours. Let’s Talk: Contact us.
What’s Carlitos y Patricia? In May of 2007, after 14 years working together, Carlitos (González) and Patricia (Luján) founded a company called (of course) Carlitos y Patricia. We like to call ourselves A Company of Ideas, but since Carlitos y Patricia is an everchanging company, it doesn’t really matter what label you give us – ad agency, creative boutique or anything else. Tomorrow it will be different. Carlitos y Patricia generates ideas. Ideas for the many, ideas people fall in love with, ideas with fans. And above all, simple ideas. Besides generating ideas, Carlitos y Patricia make those ideas happen by collaborating with talent from anywhere in the world and by and creating multidisciplinary teams according to the needs of the client and the project. Which media? We will decide the media later. Carlitos y Patricia likes to create and develop long term ideas. We’ve done all kind of things, from the creation of a brand and its communication to the participation in cultural events. We’ve even designed a doormat for IKEA. Barcelona is our base camp, but our projects are everywhere in the galaxy. And instead of having “an office”, we have a house called “La Casa de Carlitos y Patricia”. You’re welcome to visit us anytime; there’s no need to bring a cake. Since generating ideas is not clerical work, Carlitos y Patricia doesn’t believe on fees based on hourly rates. Let’s sit down and talk about objectives, budgets and, why not, let’s talk about bonuses when an idea is efficient :-) :-) “We do love the planet. We do love the people.” Recycling and using part of our incomes for social projects are part of our small contribution for a better world. By the way, we also have a website www.carlitosypatricia.com, but like the company, you’ll find it’s always under construction.
COMPANY OF IDEAS EVER-CHANGING COMPANY GENERATING IDEAS IDEAS WITH FANS TALENT FROM EVERYWHERE MULTIDISCIPLINARY TEAMS CLOSE RELATIONSHIPS COLLABORATION LONG TERM IDEAS LET’S TALK
WE LOVE TEAMING
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Patricia and Carlitos. CARLITOS GONZÁLEZ AND PATRICIA LUJÁN, CREATIVE DIRECTORS Carlitos (González) and Patricia (Luján) were born Madrid in 1971, Year of the Pig. Before meeting at University, Carlitos worked for seven years as sound engineer in Radio Nacional de España, in Cadena SER and Onda Cero and other important Spanish radio stations while/and Patricia graduated in Fashion Design, specialising in theater. It was in 1993 when they met at college, starting their career as a creative team three years later. They then worked for Remo, Contrapunto and other Madrid-based agencies until they moved, first to Amsterdam to work with Wieden&Kennedy and later to London, working with BBH and Lowe Howard Spink. Missing jamón and wine, they return to Spain in 2000,and work for seven years for *S,C,P,F... Barcelona, where they become creative directors. In may 2007, after being a working team for fourteen years, they decide to create a company and name it, of course, Carlitos y Patricia. Working for clients such as IKEA, BMW, RayBan, Vueling or MACBA, Carlitos y Patricia have been extensively awarded, though they equally enjoyed working with different scale clients, creating small projects or sharing their experiences with students around the world. Since 2005 Carlitos is in the ADG-FAD directors board, and was a member of the jury for radio in Cannes Festival 2007, whereas Patricia, who has also been part of different events´ juries, is a member of the board of the Spanish Creative Club – Club de Creativos de España. They are currently associate professors of the Pompeu Fabra University where they teach, obviously, together. In his free time, Carlitos is usually busy pruning his tomato plants while Patricia improves her MC technique using a golden michrophone.
The Chief.
ELENA VALLET. GENERAL CURATOR Elena Vallet Pons (otherwise known as Elena) was born in Barcelona, in the ‘70s. Elena graduated on Art History before starting her MA Fine Art Administration and Curating at Goldsmiths College, London. In 1997, Elena began working in art galleries (Galería Senda and Galería Alejandro Sales) prior to become an independent curator. In 2000, she curated the exhibition “Jeux d’Amour” at Wigmore Fine Art and Battersea Arts Center, London and one year later she curated the exhibition “ExParc d’Atracctions” held at the former location of Barcelona’s amusement park. After that, she worked as General Coordinator for Foto Colectania Foundation at Barcelona. Nowadays, Elena is using her Fridays afternoons and Saturdays attending her MA Art Therapy Lessons at Universitat de Barcelona. She’s never been on advertising, so obviously she has never been into awards.
NO RESULTS, NO GLORY.
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1997. Silver Press Lion at Cannes Festival for RayBan. Silver Radio Sol at San Sebastián Spanish Advertising Festival for Mitsubishi. 2002. Gold TV Sol at San Sebastián Spanish Advertising Festival for IKEA. Gold Outdoor&Press Sol at San Sebastián Spanish Advertising Festival for IKEA. 2003. Gold TV Sol at San Sebastián Spanish Advertising Festival for BMW. Bronze Press Sol at San Sebastián Spanish Advertising Festival for IKEA. Press Jury Award at San Sebastián Spanish Advertising Festival for IKEA. Mención de Plata at Club de Creativos de España for Williams Radio. 2004. Bronze TV Lion at Cannes Festival for IKEA. Gold TV Sol at San Sebastián Spanish Advertising Festival for IKEA. Bronze Press Sol at San Sebastián Spanish Advertising Festival for Quely. Bronze EFFIE for IKEA. 2005. Bronze Outdoor&Press Sol at San Sebastián Spanish Advertising Festival for IKEA. 2006. Gold TV Sol at San Sebastián Spanish Advertising Festival for IKEA. Silver Outdoor&Press Sol at San Sebastián Spanish Advertising Festival for IKEA. Silver Press Sol at San Sebastián Spanish Advertising Festival for IKEA. Silver EFFIE for Vueling. Silver Press Lion at Cannes Festival for IKEA. Bronze TV Lion at Cannes Festival for IKEA. 2007. Mención de Plata at Club de Creativos de España for IKEA Outdoor. Mención de Plata at Club de Creativos de España for IKEA TV.
Years ago the Spanish trend magazine “Vanidad” (Vanity) called us asking for an idea for a single page. The suggested concept was: vanity. We created an imaginary award, the Great Vanity, and we honoured ourselves with it. There's a lot of fun involved with being awarded, but a prize doesn't grant you a best-selling idea.
LONG TERM IDEAS ARE BETTER.
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Ikea. From Redecorate your Life to Welcome to the Independent Republic of your Home. During the last 6 years, Carlitos and Patricia have created 12 campaigns for IKEA, including 40 tv spots (they directed a bunch of them), 60 press and ourdoor pieces, 50 radio commercials, 20 conferences, more than 15 creative awards, 1 EFFIE prize and a SOLD OUT doormat with more than 20.000 purchases on IKEA shops.
6 YEARS WORKING TOGETHER 12 CAMPAIGNS 40 TV SPOTS 60 PRESS AND OUTDOOR 50 RADIO COMMERCIALS 20 CONFERENCES MORE THAN 15 CREATIVE AWARDS 1 EFFIE PRIZE A SOLD OUT DOORMAT
IKEA. REDECORATE YOUR LIFE. “MESSAGES” CAMPAIGN. For three years, REDECORATE YOUR LIFE had been the concept for IKEA Spain. It was a very well known concept, but it was perceived as “too advertising; something not happening on real life”.
THE BRIEF: To develope the concept REDECORATE YOUR LIFE. To bring the concept and IKEA to everyday life.
IKEA. REDECORATE YOUR LIFE. “MESSAGES” TV Campaign. 12 Spots (4 shown here) featuring real people directed by Carlitos y Patricia.
This is a message for my husband Paco: Paco, darling, You’ll be having dinner on your own tonight. The dog and I are leaving and most likely won’t be back. Bye Bye Paco.
This is a message for my buddies: Buddies, make room for me. My parents have thrown me out And I need a place to paint and to live in. You know I don’t take up much space and I’m not fuzzy.
This is a message for our daughter: Estefanía, we have given it a lot of thought And we’ve taken a very important decision. We’re going to do you the favor of letting you become independent tomorrow.
Dear children, I’m sending you this message To let you know I’m getting married. I’ve found a fabulous man And I think I’m going to be happy and so are you. I send you all my love because I’m thrilled to bits.
IKEA. REDECORATE YOUR LIFE. “DRAWINGS” POSTER CAMPAIGN.
IKEA. REDECORATE YOUR LIFE. ”ZEN” TV SPOT. BRINGING THE PRODUCT TO THE CAMPAIGN.
IKEA. REDECORATE YOUR LIFE. “BEDROOMS JUST LIKE YOU” OUTDOOR AND PRESS CAMPAIGN.
IKEA. REDECORATE YOUR LIFE. “BEDROOMS LIKE ME/US?” OUTDOOR AND PRESS CAMPAIGN. (One year later)
IKEA. REDECORATE YOUR LIFE. “MONDAY TO FRIDAY” CAMPAING. We created four bands to sing the public “From Monday to Friday IKEA is even better than on weekends”. They hit the biggest Spanish radiostations.
Los Miércoles (The Wednesdays) plays its song “I am Happy (it is the Day of the Dormitory)” within the show IKEA From Monday to Friday.
Las Bocado Express (The Express Bite) plays its song “Eating for Free While I buy” within the show IKEA From Monday to Friday.
Los Ofertones (The Superoffers) plays its song “Discounts Over Reductions” within the show IKEA From Monday to Friday.
Los Ventajas (The Advantages) plays its song “During the Week, Without Delays” within the show IKEA From Monday to Friday.
IKEA. WIRH: WELCOME TO THE INDEPENDENT REPUBLIC OF YOUR HOME After 6 years of “Redecorate Your Life” campaigns, IKEA sales had increased on 277%. Redecorate Your Life was a successful concept but IKEA spotted the risk of becoming a decoration commodity brand. And opportunity was detected: Home, a closer and experiential world. We launch a new concept with a new communication campaign: WELCOME TO THE INDEPENDENT REPUBLIC OF YOUR HOME.
EVERY REPUBLIC SHOULD HAVE AN ANTHEM... AND A FLAG. LAWS ARE MADE IN PARLIAMENT, AND, ALTHOUGH IT’S A REPUBLIC IT CAN HAVE A KING A QUEEN, OR MORE THAN ONE. THE REPUBLIC HAS FRONTIERS… … AND A LANGUAGE INHABITANTS HAVE A DUTY TO CONSERVE ITS FLORA AND ITS FAUNA, AND CARE FOR ITS LAND AND SEAS. EVERY REPUBLIC HAS IT’S OWN COIN AND NOBODY CAN BE DISCRIMINATED ON THE BASIS OF SEX OR AGE. IN THE REPUBLIC, THE RIGHT TO STRIKE IS LEGITIMATE AND SO IS THE RIGHT OF FREEDOM OF ASSEMBLY. AND BY LAW, INVADERS WILL BE RESPECTED. ALL OF THESE LAWS MAY, OF COURSE, BE CHANGED WHENEVER YOU FEEL LIKE IT. WELCOME TO THE INDEPENDENT REPUBLIC OF YOUR HOME.
NO TO HURRIES
I (LOVE) SIESTA
VIVE LE ROBE!
Vueling. The Creation of a Hype Brand from Zero.
They had an entrepreneurial idea for a new airline. We had to do the rest. The goal: The launch of an airline for young, smart, contemporany and independent people with great service and low price. PROJECT DEVELOPMENT: TARGET AUDIENCE AND MARKET TRENDS ANALYSIS. NAMING and CORPORATE IMAGE (teaming with Saffron). BRAND POSITIONING. CREATIVE STRATEGY AND COMMUNICATION PLATFORM. MULTIMEDIA LAUNCHING CAMPAIGN. At nine months, one million tickets had been sold. Three years later, VUELING is the second publicity quoted airline in Spain.
BOMBING MADRID AND BARCELONA
TARGETING BUSINESS PEOPLE
ACTIONS IN THE CITY
22 TV COMMERCIALS
WHAT IF...?
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Quely. Making Big a Small Local Brand.
Quely was The Old Traditional Cracker for Balearic Islands, with a spontaneous awareness over 90%. At the same time, it was a complete unknown brand in the rest of Spain. We were asked to create a brand story to sell the traditional cracker in Spain: Mr. Quely was born.
PRESS CAMPAIGN
QUELY. TV IDENTS. “PUMPERNICKEL”, “CRUMBS”, “PRINCESS”, “SOBRASADA” , “HOLES”
QUELY. STICKER ALBUM. “THE ALPHABET OF TOMEU QUELY”.
THE DIFFERENCE IS IN THE MIX.
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Macba. A stiff museum saying “hola”.
For its 10th Anniversary MACBA, Barcelona Museum of Contemporary Art, asked us to create a graphic campaign in order to turn the landmark date into a public affair, bringing the institution closer to her audience. Instead a simple graphic campaign, we created an event with a white box as a star, a white box that greets the public with a big, straightforward and friendly “hello” (hola in Spanish). 2000 boxes placed around the city. 150 “sold out” boxes on the museum shop. 56 tv idents. 0 budget.
Williams Men’s Toiletries. Metrosexuals are passé. WILLIAMS “TOWELS”
WILLIAMS “TIC TIC TIC”
You can run away, towels. You are always so far away when we need you. Run away! You can convince everyone we are to blame. It doesn’t matter. Victory is ours. Williams. Get up, man!
But who can call this noise? It’s sounds of drums that announce that Man is getting ready for a new day. The tom-tom of the jungle. And nobody can stop it. Williams. Get up, man!
COLLABORATION IS THE FUTURE
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CARLITOS Y PATRICIA HAVE BEEN WORKING WITH:
BDDP Mancebo Kaye, Madrid Remo Asatsu, Madrid Contrapunto, Madrid Wieden&Kennedy, Amsterdam BBH, Londres Lowe Howard Spink, Londres Kesselskramer, Amsterdam *S,C,P,F... Barcelona
080 BCN Fashion Week Adidas Barcelona Council Aprilia BCH Bank Biffrons Art Foundation BMW Caprabo Supermarkets Club de Creativos of Spain Diario AS Newspaper Evax Feminine Hygiene Factory Outlets FAD Art Foundation Gallina Blanca Soups Grandvalira Sky Area Hacienda Benazuza Hotel IKEA J&B Kas Soft Drink Lavazza MACBA Museum Martínez Bujanda Winery Media Markt Mitsubishi Motors
NIKE ONO Communications Pans&Company Fast Food Photoespaña Festival Pikolin Mattresses Quely Crackers RayBan Real Madrid Treku Furniture Vodafone Voll-Damm Beer Vueling Airline Williams Men’s Toiletries Yanko Shoes and Bags
THE LIMIT IS THE GALAXY.
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And a very special branding case: Ours.
http://www.thegoldenpigproject.com/ The Golden Pig Project is a collaborative project and an invitation to participate in the creation of the everchanging corporate identity of Carlitos y Patricia. We like to experiment and we don’t like to repeat ourselves. The one and only mandatory is the use of the golden pig as the theme, icon or inspiration while Carlitos y Patricia is the product and brand.
LET’S TALK :):)
CARLITOS Y PATRICIA Carrer Duc de la Victoria 4, 3-2 08002 Barcelona t. 00 34 933 177 554 e. hello@carlitosypatricia.com Carlitos Gonzรกlez m. 00 34 654 739 641 e. carlitos@carlitosypatricia.com Patricia Lujรกn m. 00 34 645 841 196 e. patricia@carlitosypatricia.com BARCELONA, FEBRUARY 2008
www.carlitosypatricia.com www.thegoldenpigproject.com