2024
Portugal
Client: Vale de Cambra City Council
Produced by: Lobby Films and Advertising
Agency:
Category: City Promotion
Entry Type: Promotional Video
Valley of Cambra, nestled amidst the stunning Portuguese Mountains including Serra da Freita, offers diverse tourism experiences. Its new tourist strategy aims for social media buzz. The narrative, featuring the unconventional character "Camaleão," employs irony to showcase the city's delights despite his contrary demeanor. Despite initial skepticism, the campaign has garnered significant digital traction, highlighting Valley of Cambra as a welcoming haven for diverse tastes.
Promote Vale de Cambra's new brand and tourist attractions—nature, gastronomy, religion, and culture. The film aims for rapid brand dissemination and instilling locals' love for their land through antithesis and reverse psychology. With humor and irony, it targets a powerful social media buzz. Featuring "Camaleão," representing everything but delight and good taste, the film contrasts the brand's essence.
The target group is the inhabitant of Portuguese territory. Very focused on the one hand on the middle class, family, and seniors, but also on the other, on the young and middle-aged class, lovers of sports in nature, BTT, running and trail walking.