El Living's Campaign That Rescues The Values Of The Panamanian People
Spot directed by Angel Gracia.
Entrepreneurs, hardworking, family and resilience are four qualities that describe the Panamanian people and whose essence is immersed in the campaign “We love the challenge.” Human values which the representative of the Panama Canal seeks to highlight in an advertising campaign created by Cerebro Y&R, produced by El Living, and directed by the renowned American filmmaker and Venezuela born Angel Gracia.
An advertising piece which reflects success stories that speak of country values. A nation where habitually its people are getting up early to face a new day and, step by step, move towards the future.
"In the piece, we seek to capture the fighting spirit that characterizes the Panamanians. It shows the character of our people, who in front of any challenge, always advances with steadfastness and with the head toward our goals," says the creative Francisco González-Ruíz.
For the American filmmaker Ángel Gracia, making this audiovisual art was the first experience in the Panamanian market after so many years in which he has successfully managed pieces for large markets in five continents.
"Carrying out this project represented, as the slogan of the campaign says, a challenge. Since it is our first audiovisual piece for Cerebro Y&R, and also, the first one for the Canal after winning the account recently,"; said Rafael Ponce, executive producer of El Living -- an international production company with headquarters in several countries in the region and four years of operation in Panama.
Ponce stated that the production of the advertising spot took place during the first week of August 2017, in various locations in and around Panama City, such as Santa Ana Park, Chorrillo, Historic Quarter, Stadium Rommel Fernández, Chorrera and Caimito Port. He also added that the “We love the challenge” campaign is scheduled to launch this week.
It is important to emphasize that this production required three days of filming and brought together an excellent workgroup divided into two camera units, Steadicam and a drone under the directives of the Venezuelan director of photography Reynaldo Ortiz.
