The bull, protagonist of the impressive advertising campaign of Pagés for the Fair 2023

The company Pagés has unveiled this midday the contents of its advertising campaign for the April Fair 2023, in which the bull is the great protagonist as the fundamental axis of bullfighting.

The presentation ceremony took place at the headquarters of Caja Rural del Sur with the presence of Lourdes Fuster, General Secretary of the Interior of the Junta de Andalucía; The Company Pagés has announced to the media and professionals in the sector the advertising campaign it has prepared for the April Fair, Government delegate of the Junta de Andalucía and Sonia Gaya, First Deputy Mayor of the Seville City Council. On behalf of the Pagés company, Ramón Valencia Pastor and Ramón Valencia Canorea attended, and by Caja Rural Manuel Ruiz Rojas, financial director of the Foundation.

The agencies Toromedia and Frente a Texto, who have carried out the campaign for Pagés again, They were in charge of publicizing the creativities that from this moment on will be displayed on the streets of Seville, as well as in radio communication media, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, television and internet. An authentic display of publicity that will dress the city in bullfighting in the months prior to the celebration of the Fair.

These agencies have proposed a different approach this year, although an element that appears in the last seasons is maintained: the presence - always beautiful- from the city of Seville. The difference is that this time the protagonist changes.

Point

delegate of the Government of the Junta de Andalucía in Seville, Director of Toromedia, explained the keys to the campaign: “part of evidence: everyone wants to be in Seville, in his square. The bullfighter dreams of Seville, the rancher puts all his illusions to deal in this square, the fan does not want to miss the bullfighting afternoons in the Maestranza… This led us to a question: Will the bull also dream of Seville?? we think so: what better place to face his great destiny and demonstrate his bravery than the Maestranza…”. That's why we wanted the bull, for the first time, be the great protagonist”. 

To capture this idea, this year the prestigious writer Antonio García Barbeito has once again, who created a poem that is the source from which he drinks all this creative work:  

I already itch for blood
this fondness, what pulls
of me and leaves me small
all livestock.
And there is freedom
of the winds, clean light,
pumping me, telling me
that an April asks me.
From far, a river calls me;
a name in the distance looks at me,
high towers are offered to me
with the intention of currency…
I was born free, free field,
owner of nights and days,
but on my sonorous forehead
another freedom screams at me
where I am already impatient
a single dream: Seville.

The motto of the campaign was born from this text.: "A dream, Sevilla" and the script of the promotional video is based on it, in which a bull passes from the countryside to the city and to the square with which he -the animal center of Bullfighting- also dreams. The beauty of the bull and the field flood this audiovisual creation made by Producciones El Pópulo and Directo Producciones and which has the narration of Antonio García Barbeito himself.

The recordings have been made in the farms 'El Grullo’ and 'King Fountain', by Núñez del Cuvillo and Fermín Bohórquez, respectively.

print shop

The graphic part of the campaign melts the great protagonist (the bull) with emblematic places of the city such as the gate of the Alcázar, the Torre del Oro, the Plaza del Cabildo and the Mushrooms.

Again the bullfighting united to the city, a formula that promotes photographs of great impact and beauty thanks to the photographic work of Arjona, Pepo Herrera and Antonio de los Reyes and designed by Gonzalo Sánchez Blanco.  

appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has

delegate of the Government of the Junta de Andalucía in Seville, Director of Facing Text, highlighted in his speech the consideration that previous campaigns have deserved: “In recent years we have been nominated for several advertising awards, Without going any further, last year we were finalists for five advertising awards at the national level, such as advertiser of the year., for the best cultural campaign,  Photography, outdoor campaign and promotional marketing”.

Toscano was in charge of publicizing the integrated campaign in the different supports that are contracted, What are they: appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, radio, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, buses, pennants, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, digital billboards, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has, appear with the utmost respect and talent to influence the cultural facet that everything that surrounds bullfighting has (Santa Justa and Atocha) and airport.

Trolley car

One of those supports is the famous tram that runs through the heart of the city. The Pagés company has been the first in Spain to use a means of transport of such dimensions to advertise its bullfighting program. But this year he has gone one step further., making the tram a true work of art.

“This year we wanted to capture, as in previous years, the main figures and livestock of the payment, but with the novelty that the creativity is based on the illustrations of the painter José Tomás Pérez Indiano, benchmark in the world of painting, particularly in the bullfighting theme. What we have achieved with this work is the creation of a work of art walking through the most monumental points of the city of Seville”, explained the director of Frente a Texto.

Source: Company Pagés

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