SANTA CRUZ DE TENERIFE, 27th April. (EUROPA PRESS) –
A new accolade has been bestowed upon Turismo de Canarias for their innovative work, with ‘Shadows’ being crowned as the Best Concept 2023 by the renowned marketing magazine, Announcements. This project was part of the ‘The sun changes your mood’ campaign and involved the creation of a more vibrant and summery version of the shadows of iconic statues in five European cities through sustainable graffiti.
In London, Paris, Amsterdam, Dublin, and Hamburg, the actual shadows of figures like Sherlock Holmes, Winston Churchill, or Franklin D. Roosevelt were altered to portray a more laid-back and jovial demeanor, giving the illusion that they had relocated to the Canary Islands, where the sunshine and pleasant weather have a positive impact on mood.
The initiative by Canary Islands Tourism competed against 37 other finalists in the Best Concept 2023 category within the Announcements of the Year Awards. The victor was determined by a public jury comprising marketing professionals.
“This recognition holds significant value for us as it indicates our ability to captivate the country’s advertising sector with original and groundbreaking creativity,” stated Elena González, the Project Director of Communication for End Clients and Tourism Professionals at Canary Islands. “Moreover, this award demonstrates that amidst the age of automation, a compelling and unconventional idea on the streets can still evoke surprise,” González concluded.
The video can be viewed on YouTube using the following link: https://www.youtube.com/watch?v=PS2EStmL3fc
