Thanks to its iconic shape and bold communication legacy, Mikado has built up a quirky identity imbued full of pop culture references. For the past 3 years the brand has made the world of TV series its playground.
To nurture its positioning, Mikado has teamed up with actor Pedro Alonso, known for his role as Berlin in La Casa de Papel and in the spin-off dedicated to the character.
Developed by Marcel agency, this campaign primarily features two films in which Pedro Alonso, portraying a Mikado lover himself, cleverly devises escape plans to get out of tricky situations, reflecting his iconic roles. However, not even he can escape the irresistibility of Mikado.
To treat these ads like episodes of a mini-series, it was a natural decision to appoint Jesus Rivera Soriano a director known for his short films, and the Spanish StoryLab team to lead this production.
These films are part of a multi-channel campaign that includes TV, online video and social media.
The campaign will be broadcast from January 2024, in France, Spain, Germany and Italy.
Credits :
Mikado (Mondelez International)
Marketing Director Mikado MEU: Anne Galavielle
Senior Brand Managers Mikado MEU: Aurore Dutot et Anne-Caroline Tavernier
Marketing Director Iberia: Filipe Salsinha
Senior Brand Manager Mikado Iberia: Alberto Castillo
Brand Manager Mikado Iberia: Abel Blanco
Assistant Brand Manager Mikado Iberia: Raquel Hereza
Senior Marketing Director France: Petar Sogindolski
Marketing Manager Treat: Marie Famelart
Brand Manager Mikado France: Marine Letraon
Junior Brand Manager Mikado France: Elise Honoré
Assistant Brand Manager Mikado France: Chloé Boissinot
Marcel
Co-CEO: Pascal Nessim
Co-CEOs and Chief Creative Officers: Youri Guerassimov & Gaëtan du Peloux
Creative Director: Julien Simons
Art Director: Jade Dudot
Copywriter: Christopher Cavallo
Social Media Manager: Gabriel Hermelin
Strategic Planners: Thomas Cléret, Amélie Kieny
Associate Director: Eric Guillod
Account Director: Justine Ducher
Account Manager: Pierre Thiénot
Project Manager: Antoine Zago-Meyer
Marcel is one of Publicis Groupe’s most awarded creative agencies in the world. Since 2011, it has been home to an ever-growing number of advertisers who want to shake up the lines of their category and refuse the status quo. Its ability to put creativity in all its forms at the service of clients’ business transformation has giventhe agency its motto: Make Things That Change Things.
Aliou Maro, Communications Director - aliou.maro@marcelww.com
