12 awards the Sun and a WARC in bronze for the 23lunes directed by Jordi Garc a and Bor Arroyo for Audi spotsLas campa as dirigidas por Jordi Garc a y Bor Arroyo, directores del estudio de animaci n espa ol 23lunes (anteriormente conocido como post23), suman casi 60 galardones, entre ellos el Premio Panorama a la mejor ejecuci n t cnica publicitaria.
La mu eca que eligi conducir and Forever neverthe anuncios de Audi creados por Jordi Garc a y Bor Arroyo, directores del estudio de animaci n espa ol 23lunes (anteriormente conocido como post23), acaban de ser premiados en el Festival Publicitario El Sol con 12 galardones y en los WARC Awards con un bronce.
Con estos ya son m s de 60 los galardones nacionales e internacionales obtenidos por este d o de realizadores especializados en animaci n, lo que los convierte en los directores de animaci n m s premiados de Espa a.
23lunes es un estudio creativo de animaci n con sede en Barcelona especializado en spots de animaci n, pel culas y cinem ticas de videojuegos.
En los WARC Awards, La mu eca que eligi conducir se ha hecho con el bronce en la categor a Effective use of brand purpose. El premio WARC representa para nosotros el colof n de los casi 50 galardones acumulados por esta campa a, a la que tenemos un cari o muy especial , dice Jordi Garc a.
Y agrega que teniendo en cuenta el porcentaje de producciones tan peque o que representa la animaci n dentro de toda la producci n publicitaria, nos sentimos muy orgullosos de poder estar ah con las grandes campa as de todo el mundo. Esto, sumado al premio Eficacia del 2017, que lo corona como el spot m s efectivo del a o en Espa a, constituye un gran espaldarazo para las piezas de animaci n .
La mu eca que eligi conducir, ideada por la agencia Proximity Barcelona, bajo el liderazgo de Eva Santos, ha sido la campa a de Audi creada y producida en Espa a m s exportada de la historia. Ha sido utilizada en m s de 30 pa ses y ha conseguido m s de 30 millones de visualizaciones en todo el mundo. Tambi n constituy el primer spot de animaci n 3D de Audi, lo que sumado a que fue la primera campa a de g nero de la historia de la automoci n mundial, la hacen un proyecto muy especial a la vez que rompedor.
Originariamente, el anuncio, realizado ntegramente en Espa a, estaba pensado para durar 80 segundos. Pero una vez comenzado vimos que esa historia necesitaba durar tres minutos, as podr amos darle un ritmo mucho m s cinematogr fico y huir de un montaje m s publicitario con acciones m s fragmentadas , recuerda Bor Arroyo.
On the other hand Forever never, una campa a de Proximity Barcelona para Audi realizada por 23lunes, ha sido una de las grandes estrellas en la 33 edici n de El Sol, el Festival Iberoamericano de la Comunicaci n Publicitaria, que acaba de finalizar. El spot, que es la continuaci n de La mu eca que eligi conducir y que ha tenido presencia en 41 mercados a nivel mundial, se ha hecho con el Gran Premio de Contenidos de Marca, adem s de otros 11 soles (cinco oros, dos platas y cuatro bronces).
Ganar en El Sol es algo muy importante para 23lunes porque es un festival que engloba todos los pa ses iberoamericanos, donde siempre hay un gran nivel, lo que constituye un reconocimiento enorme para nuestro estudio , se ala Jordi Garc a.
An ambitious projectPara 23lunes, este proyecto, que combina animaci n 3D e imagen real, ha significado la confirmaci n de varias cosas. Lo explica el propio Jordi Garc a: Por un lado, la confianza de Proximity y Audi en nosotros, ya que como directores es muy importante que cuenten contigo para sus proyectos m s relevantes. Por otro lado, era una producci n tremendamente dif cil, tanto por lo que representaba a nivel art stico como por las dificultades del timing. El haber sido capaces de realizar algo como Forever never en Espa a nos ha motivado much simo y nos ha dado a n m s confianza en seguir haciendo las cosas como las estamos haciendo.
La historia de 23lunes comienza cuando los realizadores Jordi&Bor se propusieron fundar un estudio para poder producir por s mismos y crear las mejores piezas de animaci n que pod an imaginar. Quer amos diferenciarnos de otros estudios que firman la direcci n como un colectivo, y hacerlo en cambio como un d o de directores especializados en animaci n , explica Jordi.
Ese mismo a o, el d o comenz a trabajar para Hollywood en la pel cula Ender's Game, donde estuvo a cargo de la producci n de la secuencia The Mind Game bajo las ordenes de Digital Domain y del director Gavin Hood. Al acabar decidimos dedicarnos exclusivamente a producir piezas de animaci n dirigidas por nosotros, prestando especial atenci n a los personajes, que para nosotros son nuestros actores. Nuestra idea es que si creamos un gran personaje, el publico pedir verlo mas , se ala Jordi.
Ejemplos como La mu eca que eligi conducir son una buena muestra de hasta d nde puede llegar un personaje que trascienda, hasta tal punto que la gente conozca el spot como el de la mu eca de Audi , y que se ha convertido en un hito mundial logrando multitud de premios en festivales internacionales como Cannes, El Sol, El Ojo , donde pocas piezas de animaci n han conseguido tanta repercusi n.
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