Agency: Darwin Social Noise
Client: Carlos I, Osborne Group
Campaign: For traditions that evolve

In the context of Christmas campaigns, Darwin Social Noise created the digital activation “Por las tradiciones que evolucionan” (For traditions that evolve), an elegant yet modern Christmas atmosphere for Carlos I.

The idea was to highlight the traditional, slow and meticulous process implemented in the making of Carlos I, whilst emphasising that the spirit of innovation and renovation are also found in the brand, never losing sight of its essence.

Through a test on a landing page, we invited the user to discover what kind of Christmas they preferred according to their lifestyle in terms of traditions. Depending on their result, they were given a certain “Christmas personality” and each one was linked to a recommendation of a hamper of products in accord with their personality: classical, non-conformist or modern. A draw was held among all the people who participated in the survey and provided their details, and the winner could choose from one of the three hampers.

The purpose of these pieces was to capture new leads, enhance the profile and reinforce the coexistence of traditional and cutting-edge values of the brand.



+7,000 new leads

+4,500 new fans in IG and FB

+28,000 interactions on social media

Brand Manager: Juan Villanueva
Account Executives: Celia Fesser and Marina Pereyra
Creative Management: Bel Rodríguez
Content: Cristina Sanchón and Rodrigo García
Audio-visual Production: María Jiménez and Andrea Rosenschein
Website Design: Lucía Rodríguez
Photography: Miguel Gonzalez