#MichelleJennerSeDeclara
#ImanolAriasSeDeclara
#EnjutoMojamutoSeDeclara
#DaniMateoSeDeclara
#ToniGarridoSeDeclara
#MaríaAdánezseDeclara
#AnaDuatoSeDeclara
#JoaquínReyesSeDeclara / Campaign artwork
#DeclárateX / X Solidaria
“How to turn your tax return into a declaration of love to millions of people at risk of social exclusion”.
That was the idea behind #DeclárateX, an initiative within the X Solidaria 2014 campaign, designed specifically to spread on social media and aimed at getting taxpayers to commit to ticking the box for Social Purposes.
And so celebrities such as Dani Mateo, Imanol Arias, Ana Duato, Toni Garrido and Joaquín Reyes – the latter through his fictional character Enjuto Mojamuto – declared their love via their computer webcam to a supposed lover, showing complete empathy and identifying with them and their problems, before finally revealing their identity: one of the almost 6 million people affected by social exclusion in Spain.
Team:
Creative Director: Jorge Martínez / Copywriter: Joaquín Prior / Graphic Designer: Cristóbal Sánchez / Agency: Germinal & Brandon Love
