Brief.
As in previous years, Dacsa Rice sought a visibility campaign to place its star product centre stage: the authentic rice of Valencia with its own Protected Designation of Origin (PDO). This campaign’s main goal was to build the brand, positioning it as a product of maximum quality and maintaining the connection with an audience that expected to be surprised with each new campaign.
Estrategia.
This year we decided to use a very Valencian insight: to make authentic Valencian paella, you have to use a PDO Valencia rice, because if you don’t use it, you will regret it later. But as always, we decided to exploit that insight by taking it much further, parodying the teenage horror movies of the 90s.
Idea.
«I know how you did the last paella» is a funny parody of the famous 90’s teenage horror movies, where four young students make an unforgivable mistake: cooking a Valencian paella with a random rice. As a result of this apparently unimportant fact, the four friends will suffer the relentless pursuit of a mysterious hooded man who, spoon in hand, will try to catch them at any cost.
Behind the scenes.
Campaña.
The campaign imitates the code of this type of film, both in its audiovisual part and in the campaign graphics, which show an imposing ‘spoon man’ posing with a defiant attitude.
In addition, the action continued in networks and with special actions at key times of the year: from the appearance of the hooded man in Fallas giving away prizes, to a terrifying paella contest on Halloween.
