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Ferran López

Creative Director at DoubleYou Madrid, Spain.

Profile

Ferran Lopez Soler

Creative Director en DoubleYou Madrid
Marketing and Advertising | Barcelona Area, Spain, ES

Summary

Currently Ferran works as Creative Director at Doubleyou, Spain’s top digital agency.

He leads and developes communication strategies and creative concepts for interactive and integrated advertising campaigns, branded content and social media projects. Previously he worked as copywriter at DDB Barcelona and other local agencies.

Within the last eight years his portfolio has included online and offline advertising campaigns for the spanish market top brands such as Audi, Volkswagen, Aquabona (The Coca-Cola Company), Real Madrid (soccer), Mahou & San Miguel (the two leading beer brands in the Spanish market), LG Electronics, BBVA (banking), PortAventura (amusement park), Generalitat de Catalunya (government), Andorra Government, Catalonia National Theatre (arts) and Madrid City Council.

Ferran has taught seminars and lectured conferences on the subject of creativity in new media at different universities and festivals. His work has been awarded at the New York Festivals, One Show Interactive, El Sol (Iberoamerican Advertising Festival), CdeC (Spain’s Creatives Club) and IMAN (Spain’s Direct and Interactive Advertising Association Festival).
Specialties: creativity, interactivity, integrated & online communication strategies, advertising, branding, social media

Experience

  • Apr 2010 - Present

    Creative Director / DoubleYou Madrid

    Clients: Diageo, Coca-Cola Company, LG Electronics
  • Apr 2006 - Apr 2010

    Creative Director / DoubleYou

    CLIENTS: Audi, Mahou, LG Electronics, San Miguel International, PortAventura, Attitudes.
  • 2005 - 2006

    Senior Creative / QuinTeam

    Clients: Caldea, Teatre Nacional de Catalunya, Grup Bon Preu, E-life, Generalitat de Catalunya, Crèdit Andorrà, Govern d'Andorra
  • Jan 2004 - May 2005

    Junior Copywriter / DDB Barcelona

    CLIENTS: Audi, Volkswagen, BBVA, Gaes, Laboratorios Madaus.
  • 2002 - 2003

    Trainee / Elogia

    CLIENTS: Estee Lauder, Universitat Oberta de Catalunya, Elogia Group.

Education

  • 2003 - 2003

    Universitat Autònoma de Barcelona

    Creativity and strategy in interactive communication in internet, advertising, interactivity, marketing, strategy
  • 1998 - 2002

    Universitat Autònoma de Barcelona

    Advertising and Public Relations in advertising, public relations, marketing, communications
    Activities: University volleyball team

Additional information

Websites:
My Portfolio, My Website, My Company
Honors:
2010 Audi "Virtual Me" - El Sol / Shortlist Mahou "La Wikipeli (The Wikifilm)" - Anuario del Club de Creativos / Merit - Contagious Magazine #21 / "Most contagious" - BestPack IPMark / Gold - Premios Interactiva / Gold 2009 Mahou "La Wikipeli (The Wikifilm)" - El Sol / Silver - El Sol / Silver - El Sol / Bronze 2008 PortAventura "Trapcam" - New York Festivals / Silver - One Show Interactive / Bronze - Anuario del Club de Creativos / Merit - El Sol / Silver - IMAN / Internet Grand Prix - IMAN / Gold - IMAN / Shortlist Audi "Meteo" - El Sol / Shortlist Audi "Palabras" - El Sol / Shortlist Audi "Confetti" - El Sol / Shortlist Mahou "El Mister" - IMAN / Shortlist 2007 Attitudes (Audi) "Me importa un huevo" - El Sol / Bronze
CV on LinkedIn

Posts

Where my mind is

Posts

  • September 03, 01:26 PM

    Believe

    Días de mucho curro y difícil posteo preparando una gorda en buena compañía.
    Qué lejos quedan las vacaciones, ¿no?

    Permalink | Leave a comment  »

  • August 05, 06:04 AM

    The Chimp and the Frog, nuestro nuevo vídeo fetiche

    Wrangler tenía razón. WE ARE ANIMALS.

    Aquí tenéis el vídeo:

    Y aquí, el close up, grabado por otro usuario:

    Y ahora sí que sí: Felices vacaciones a todos.

    Permalink | Leave a comment  »

  • July 26, 02:46 PM

    Mi primer percebe

    Personalmente,  jamás había tenido la oportunidad de echarme a la boca un básico de nuestros mariscos: el percebe. No sé por qué. O no lo tenían, o no lo sabía buscar, o trabajaba de becario y me atiborraba de opciones más suculentas y con mejor relación cantidad/precio.

    Ocurrió el sábado, saliendo de cañas con Marta y su chico. Ellos ya conocían el local. Yo había pasado por delante en días de Rastro, pero estaba a reventar, por lo que interpreté como una señal del destino acabar allí. Confié y no me defraudó. La Paloma (cuya reseña ya he incorporado a mi Mapa de Madrid) hizo el resto. Mi pérdida de virginidad percebil fue todo un éxito. 

    Dicen que el pescado más fresco de España se encuentra en Madrid. Que a sus restaurantes llegan cada mañana las mejores capturas de cada lonja. Yo desconozco si es cierto, pero al menos por unos momentos en "La Paloma" me lo pareció. Desde aquí, mil gracias a sus dueños por toda esa concentración de placer.

    Permalink | Leave a comment  »

  • July 20, 04:04 AM

    Ya llevo 3 meses en Madrid

    Por unos segundos, el oso ha dejado el madroño para celebrarlo.

    Permalink | Leave a comment  »

  • July 13, 04:29 AM

    La Roja saluda a Doubleyou

    Ayer los campeones del mundo aprovecharon las excepcionales vistas del balcón de nuestra oficina para saludarnos en medio de un tsunami humano formado por miles de futboleros ilusionados por el triunfo de la Roja (y por nuestro dominio "fifero", todo sea dicho)

    Un gran detalle de los campeones, que no tuvieron ningún reparo en disculpar el maradonismo aferrado de Roberto Fara para agradecer el aliento brindado a la causa por esta humilde casa.

    PD: La porra del Mundial la ganó quien la montó: José Ortiz. Qué casualidad, ¿no?

    Permalink | Leave a comment  »

  • June 28, 08:11 AM

    DoubleYou Madrid en Gran Turismo 5

    Parece que nuestra oficina (para el que no lo sepa, se ubica donde pone Rolex) va a ser escenario oficial del nuevo Gran Turismo, el juegazo de coches por excelencia. Estas imágenes, cortesía de Juan Fernández, lo demuestran.

    Permalink | Leave a comment  »

  • June 22, 09:20 PM

    ¿Pero aquí no nos íbamos a rascar los huevos?

    Como reza el anuncio de la birra: ¡Nos han engañao! Nos descuidamos un poco ¡y zas! Primera gran pringada para un concurso para EJEM. ¡Y Pela y yo que veníamos de divos!

    Esta vez los benditos malvados son EJEM y EJEMAZO, pero llevamos unos ideones de tres pares de pelotas y media. O al menos eso nos parecen ahora que vamos llenos de las pizzas y el Wok take away. Son las 3 y pico de la mañana, estamos acabando y afuera hace un calor sofocante. El veranito pinta complicado. Esperemos que hayan dormido menos que nosotros.

    NOTA: Argentina no para de ganar. Pela está insoportable.
    NOTA 2: Sí, son Gintonics. Ejem.

    ACTUALIZACIÓN: Acabaron a las 6. Glups.

    Permalink | Leave a comment  »

  • June 15, 05:06 PM

    Mi porra para el Mundial

    El viernes pasado utilizamos el cacharrito que se había currado Gus, un amigo de Iñaki, para hacer una gran porra colectiva en DY. 5 euros por cabeza, puntos por aciertos y rondas.... Y ahí va la mía, que como buen culé demuestra cierto canguelo final ante un posible cerrojazo de Capello. ¿Quién creéis vosotros que ganará? Yo puse a Uruguay y Serbia como grandes sorpresas, pero la verdad es que la cosa ya pinta mal...

    Permalink | Leave a comment  »

  • June 09, 04:50 PM

    El olor de los gastos


    Lo bueno de cambiarse de ciudad es que hasta el más mínimo detalle puede convertirse en un ritual. Desde hace poco, los "gastos" son uno de mis nuevos rituales. La retahíla de tiquets que pasas en una hoja a Administración esperando que algún día se conviertan en una alegría para tu bolsillo ha ganado en simbolismo desde que estoy en Madrid.

    En Barcelona, venían en cheque. En Madrid, vienen en cash desde Barcelona. Ahí radica la diferencia. Bueno, y también en la cara de pasmado que pone el emisario cuando descubre su condición como tal.

    En cualquier caso, cuando abres el sobre y ves ese montón de lechugas apiladas unas encima de otras, se te alegra el día de forma exponencial. No quiero hablar de una cuestión materialista, que no se me malinterprete. Tampoco es el recuerdo romántico de los narcos que los tocaron. Hablo de una determinada percepción del dinero y de las cosas. De un ritual tan propio de otros tiempos y ahora ajeno a cheques y Cuentas Naranjas de ING. Sacar el dinero de un sobre, tocarlo, OLERLO... y metértelo en la cartera esperando que no se acabe muy rápido. ¡Joder, qué placer!  Sería sencillo escribir algo relacionado con publicidad a partir de ello, hablar del valor que tiene conseguir hacer tangibles las cosas. Desde un pensamiento o idea hasta la propia campaña en sí misma. Al final, las pelas y las ideas son como las tetas: más vale tocar un poco que imaginar mucho. ¿No os parece?

    Permalink | Leave a comment  »

  • June 03, 07:51 AM

    Festival del Pinxo en San Sebastián

    Algunos pensarán que el motivo por el cual dos publicitarios viajan a San Sebastián a finales de Mayo es que en esa fecha está El Sol (Festival de publicidad Iberoamericano), pues no. Estabais equivocados fuimos a por lo nuestro, a por la cultura, la innovación, el arte, la majestuosidad, la figura y el símbolo. Semiología aparte hemos introducido nuevos conceptos en nuestro cuerpo y queríamos compartirlos con todos vosotros, nuestros followers!!! Agur!

    Permalink | Leave a comment  »

  • June 01, 12:49 PM

    94 kg. - Una guía del buen comer

    Roberto y yo sabíamos que con lo que nos gusta el culto al cuerpo, al llegar a Madrid nos íbamos a engordar. Está claro que no se puede negar lo evidente, pero también se puede disfrutar un poco con ello.

    Hace pocas semanas empecé una guía de los mejores garitos, bares y restaurantes de Madrid que voy visitando. El que no vale, no entra.  Si no sois de la capital, seguid este mapa como garantía de éxito gastronómico en vuestra visita... y si ya sois de Madrid, seguidlo y sacadle el valor sociocultural, que también lo tiene. 

    94kg lo tenéis en:  http://tinyurl.com/2fyprb7

    Permalink | Leave a comment  »

  • May 21, 09:57 AM

    Fifa Cup!

    Vamos a intentar educar a los niños como mandan los cánones...

    Por cierto, España 3 - Argentina 1

    Permalink | Leave a comment  »

  • May 20, 10:23 AM

    Aquí sí que se come!

    Más de uno nos preguntará dónde se come bien en Madrid y os podemos decir que aquí. A sólo unos centímetros de Doubleyou tenemos este precioso palacio del placer, manjares frutales, delicias de hortalizas, buena atención y ese dorado tan necesario en la decoración. No es para cualquiera, hay que tener coraje para entrar y degustar. Recomendamos especialmente la carne.


    Permalink | Leave a comment  »

  • May 19, 03:15 PM

    Hoy, con el Atleti

    Es lo que implica venir a Madrid. Que tienes que hacerte del menos malo de los dos.

    PD: No tuvimos tiempo a flipear la foto.

    Permalink | Leave a comment  »

  • May 18, 01:26 PM

    Primer mes, primer equipo.


    Hoy es un gran día. Primero, porque inauguramos oficialmente el blog de nuestra aventura: Mad In Mad. Segundo, porque se cumple un mes que llegué a la ofi de Madrid. Demasiadas cosas juntas que se sintetizan muy sencillamente con la foto de nuestros dos pioneros: abajo izda. Marta Caseny, nuestra nueva copy procedente de Atlético Internacional; abajo dcha, Rafa Merino, nuestro nuevo arte desde Grupo W. Un lujazo, oiga. Como dijo Miguel Ríos: Bienvenidos, hijos del rock'n'roll.

    Permalink | Leave a comment  »

Mad in Mad

Posts

  • November 18, 01:48 PM

    Mahou -The Wikifilm


    The Wikifilm - Case Study (English)
    Mahou, Spain’s leading beer brand, has been sponsoring world-class directors and productions in the Spanish movie industry for a long time. Our aim was to evolve a classic way of sponsorship to take it to a new 2.0 communication environment and provide everyone with the opportunity to experience the movie making process. That’s how we created the Wikifilm, the first-ever mass collaborative film project. A short movie that anyone could co-direct and own by making key decisions, providing all kind of content, or even taking part in videocastings via Youtube. 





    The project was put in the hands of two popular Spanish cinema directors, José Corbacho and Juan Cruz, and was advertised through a communication campaign which included commercials, happenings, online campaign, radio, social media and multiple PR events which translated in over 1.000.000 visits to the website and a big coverage in media and blogs worldwide. During over 4 months, people were involved in the day to day production process, from pre-production, shoot (the first-ever shoot broadcast live on social media) to post-production.



    The result, “Universes”, a 30’ short movie premiered at a big event in Madrid which, aside from becoming a highlight in the genre, attracted the attention of the national movie industry and film festivals. Today, “Universes” and its 3.257 co-directors have the privilege of owning the longest credit titles in history.


  • November 16, 03:44 PM

    PortAventura - The Trap


    The Trap - Case Study (English)
    On the onset of this concept, we reflected on the nature of online banners. When users roll-over them, something unexpected happens. If they feel engaged enough, they will interact and eventually might click on them.
    For PortAventura’s 2007 Halloween campaign, we built a richmedia banner with a special feature: the banner would be real, physical. We created a real amusement in the park, just like any other, a wooden booth set in the “Far West”. Visitors were invited to come inside and test “their cowboy abilities”. That was the engagement side of it.
    The trap aimed at providing what every visitor expects from PortAventura’s Halloween: a bloody good fright. As a visitor went into the booth, he was asked to introduce his head into a dark and sinister case. That was the interaction. There he was scared to death by a personalised horror-moment launched through an interactive display.
    The whole scene was being recorded with a night-vision webcam and streamed to the website. So the fright was being watched live by all the website’s users, who not only watched but decided when and how to scare the park visitors choosing among several horrifying options.



    The victims were able to later retrieve at the website the videos with their distorted expressions while being scared as well as receiving a promotional incentive for a further visit to the park. That was the click.
  • November 16, 03:37 PM

    Mahou - Hincha al Hincha


    Hincha al Hincha case study (Spanish)


    Mahou, Spain’s leading beer brand, sponsors the Real Madrid Football Club, the most followed team around the world. To create awareness around their sponsorship we created a concept based on a wordplay, inviting fans to demonstrate they were part of the largest football fan base worldwide.
    The concept was translated as “inflatable fans” (Hincha Al Hincha means “Inflate the Fan”) that they could inflate online through the microphones in their computers.



    The cause was supported by a low-budget campaign through the club’s owned media. However, its viral component was enough to engage with the fan base and make it fly. The initiative attracted the attention of the main Spanish TV channels, as well as blogs and other media from different countries.
    As a climax, during the break-time of the season’s last match -in which Real Madrid would become the league champion- we placed a gigantic 40 meters tall “inflatable fan” in the middle of the stadium which was filled with the air contained in the over 1.000.000 virtual “inflatable fans” achieved by the campaign.


  • November 16, 03:42 PM

    Audi A3 Cabrio - Sky



    The brief: to create awareness around the launch of the new convertible Audi, the Audi A3 Cabrio. 
    The idea was so simple: To make a convertible portal. But to make it like no one has done it before, by changing the whole background of media sites. 
    We also arranged deals with the media so that, once the site was changed, users could continue to browse as usual. 
    So, while the open air light change the entire scene, we notice the product’s benefit. When users interact to “convert” the website, they also obtain an improved browsing experience. An analogy of the A3 Cabrio experience.
    >> Click here to interact with the banner


  • November 16, 03:43 PM

    Audi A3 Cabrio - Weather
    We wanted to launch the new Audi A3 Cabrio focusing on its main benefit: the get the best advantage from the weather above us.
    We created a banner which, in fact, was a service. Users just needed to introduce the name of the city and the banner would offer the real time weather forecast by connecting to a database.
    A useful tool to discover how we would profit from our A3 Cabrio and a non-intrusive way to deliver a product experience.
    >> Click here to interact with the banner


  • November 16, 03:41 PM

    Audi Quattro - Confetti
    The comfort provided by the Quattro all-wheel drive from Audi has been often spoken about. We wanted to move a step forward and to built a creative platform which spoke in a simple way about the evolution in the relationship between drivers and Quattro.
    We focused on the enjoyment of driving with Quattro. The concept “there’s joy in every obstacle” is a platform which allows to see the positive side of any extreme driving situation.
    >> Click here to interact with the banner


  • November 16, 03:40 PM

    Audi Q7 - Words




    Perhaps there’s a simpler way to display the competitive advantage of the largest SUV from Audi than this interactive trick playing with the copy and the font sizes of the tagline, but we didn’t found it.
    Translation: 
    "Other car seen from the new Q7. THE NEW Q7 SEEN FROM ANOTHER CAR."  Q7, the biggest car from Audi.
    >> Click here to interact with the banner


  • November 15, 05:04 PM

    Audi - Link


    A prestigious digital advertising magazine awarded Audi for their achievements on their interactive communication. Instead of making PR out of it, we decided to demonstrate what Audi was awarded for.
    Knowing the meaning of a simple underlining is often enough to demonstrate your understanding and commitment to the online media.


    Translation:
    “Who has any doubt that this conveys more than this? Audi, pioneering digital advertising.”
  • November 16, 03:28 PM

    Audi A3 - Extremely well trained




    Numerousresistance tests and trials took place in the development of the new Audi A3. Achallenging process in which the vehicle endured over 5 million kilometresdistance over all kind of surfaces.


    Thisfigure alone was enough to create a TVC concept comparing the new A3 with aformidable and well-trained athlete. But, as usual on TVC, it’s different toassert something than to prove it.


    Online,we wanted to demonstrate the car’s real resistance to the audience. Users wereable to participate in an unusual marathon covering those 5 million Km. acrossthe banners, in an innovative banner campaign which evolved in time.


    Eachtime a user was presented with a banner, a cookie-based technology allowed himto follow up the distance the vehicle had covered in the time from his firstinteraction. Inthis way, day after day, night after night (reflected also in the scene), everytime the user met the banners in the media, he could learn about the extremetraining of our car.





    Obviously,we also created a special media plan in which banners would be displayed withlong time lapses as to make emphasis on the marathon concept and turned thecampaign into a seek-the-result campaign.


    >> Click here to interact with the banner

  • November 18, 09:49 AM

    PortAventura - "Miedo" TV Commercial

    PortAventura is South Europe’s largest themepark. Its communication talks about the real emotions one can experience at thepark. So, when advertising the Halloween season, why not portray “true” fear?.To achieve something so remote to advertising as reality, we proposed a veryspecial shoot. A follow-up of the concept used in “The Trap” campaign.

    We invited hundreds of casting actors to thesame house used as location for “REC”, a popular Spanish horror movie. Insidethe horrific house, a very unusual casting went on. There were no guidance, nocrew… only some on-screen instructions and a hidden camera recording the scene.Later, we reviewed the reactions of the casting actors and we cut and editedthis material and mixed it with a copla, a kind of Spanish sad folk song,titled “Miedo” (Fear).

  • November 18, 10:04 AM

    Attitudes - "Me importa un huevo"


    Attitudes is thecorporate social responsibility iniciative from Audi Spain to support causesrelated to avoiding car accidents.

    For the First UNRoad Safety Week, Attitudes published a report proving the enormous incidenceof accidents among the youth.

    Often, theexplanation for this phenomena is the indifference of this group towardsawareness campaigns. It’s a paradox that there’s also indifference among othergroups of drivers and institution alike towards young drivers.

    To bring thisissue to people’s minds, we had barely 5 days and 20k€.

    We created atagline based on a spanish slang expression, “Me Importa un huevo”, meaning “Igive a shit”. Depending on the context, this phrase can signify completelyopposite things. A kind of paradox as well.

    Our focurs was awebsite were users could, through an interactive experience, understand thereal dimension of the figures of deaths in young drivers.




    To drive trafficto this website, we placed ads on national newspapers where the provocativetagline “Me Importa un Huevo” would be associated with relevant news each day.





    We also placedhundreds of transparencies in the shape of splashed eggs on cars parked atnight clubs, universities’ parking lots…







    To round it up, wesend packages with half a dozen printed eggs to journalist and opinion leaders,tv presenters...etc. inviting them to wear a t-shirt with the URL of theproject.






    Many popular TVand radio presenters, as well as bloggers and NGO’s from all parts of thecountry decided to support the cause.


    >> Demo site


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