Canela’s Top 3 Campaigns of 2020

17 December 2020, By Canela

Virtual events, podcasts, video conferencing platforms…  throughout 2020 we have not stopped reinventing ourselves and adapting to the new ways of working caused by the pandemic.

We have learned plenty of creative new ways to keep telling our clients stories and although it’s been a tough selection process here is our pick of the year.

Our 3 Best Campaigns from 2020 are as follows:

European Comission: Bringing home the Beethoven


2020 marked the 250th anniversary of the birth of Beethoven who composed the Ode to Joy, the official hymn of the European Union. The European Commission in Spain asked us to use the occasion to create awareness amongst Spanish citizens.

We had originally planned an outdoor activity, but the arrival of coronavirus meant that we had to think again. We decided to organise a contest on social media networks, where we encouraged aspiring musicians to play the Ode to Joy on any instrument of their choice from home, and upload a video of the recital to the European Commission’s social media platforms using the hashtag #BeethovenEnCasa (#BeethovenAtHome).

More than 150 people from Spain took part in the challenge and the Ode of Joy was played on a broad range of instruments including the guitar, the piano, the accordion, the violin and even on glasses of water. Whole choirs and even orchestras coordinated with each other to record and post videos inspite of being confined in their own homes. Over the three weeks of campaign, we reached 3 million people and got more than 11,000 interactions. The European Commission liked the campaign so much that they are considering rolling it out across Europe next year.

Adyen: Reporting in a key year for the consumption


Every year, the payment platform Adyen releases its Adyen Retail Report. As this year the coronavirus has changed most of our consumption habits, we thought that the information would be particularly relevant, so we decided to present the results in an online press breakfast.

We invited Spanish and Portuguese journalists to share with them the business strategy of the company for the Iberian market. Alberto López, Adyen’s Head of Business Development for Spain and Portugal, and Laureano Turienzo, the Spanish Retail Association president, offered the attendees a briefing of the report and the national and international picture of the situation of the retail.

10 Spanish journalists and 6 Portuguese journalists connected to the live event, including La Vanguardia, Business Insider, Marketing 4 Ecommerce, Actualidade Economía Íbérica or Grande Consumo. Afterwards, a press release was launched with the most relevant information of the report, and as a result, we obtained 21 media impacts and almost 13M of audience.

Sony: Meditating with Xuan Lan, Influencers and journalists learn to work better from home


Sony wanted to create awareness about their new 1000XM4 noise cancelling headphones. We wanted to profile the headphones whilst offering influencers and journalists an experience that would help them disconnect from all that was going on around them.

We organized an exclusive virtual event with Xuan Lan, the well-known Spanish yoga and meditation influencer. We invited 20 selected journalists and influencers and sent them a pack including the 1000XM4 headphones and different meditation accessories. Xuan Lan gave a meditation class which included diverse tips for working from home with headphones. Following the event we sent Xuan Lan’s wellness tips to the press.

Thanks to this campaign, Sony got more than 30 posts in social networks, reaching around 500K people through 15K interactions. Xuan Lan’s wellness tips were published in top-tier media including Business Insider and GQ.

This year has definitely presented us with plenty of challenges but it has also boosted our creativity as we have learned to adapt ourselves to the new situation.

We’re looking to see where 2021 will take us.