Maxwell Sackheim Award - Best in Show - Shackleton & Conect

Share this content:

The village where nothing ever happens/Business campaign

Agency: Shackleton
Client: Conect

Conect Pay TV Thematic Council spent 20 years running advertising campaigns talking about advertising efficiency. Looking for a new approach, it turned to agency Shackleton, which came up with a four-step process to reach business owners. It chose an unknown, never-advertised-on-TV product; launched an advertising campaign only on Pay TV, with a clear call to action to the product's Web site; measured knowledge, awareness, traffic and sales before, during and after the Pay TV campaign; and credited Pay TV for the experiment's efficiency and announced it to the market. The unknown product: An actual village, Miravete de la Sierra, “where nothing ever happens.” Its inhabitants appeared in four spots, broadcast solely on Pay TV channels. The “product” Web site featured a virtual tour; online reservations; a goat-milking game, downloadable ringtones and screensavers; a place to donate to the village's church; bios of the 12 inhabitants; and a map to Miravete. The campaign boosted both the village's economy — its two bed and breakfasts booked solid for four months — while demonstrating the effectiveness of Pay TV media. The Web site was visited 517,000 times.

General Creative Director
Juan Nonzioli

Executive Creative Director
Juan Silva

Carlos Janini

Digital Copywriter
Irene Vidal

Art Directors
Pablo Gonzalez, Carlos Alvarez

General Manager
Lucia Angulo


The yellow treehouse
AIM Proximity

The Yellow Pages Group
Nick Worthington

HBO audio mural installations
BBDO, New York

ECD: Greg Hahn, Mike Smith

Bicep dancer
Clemenger BBDO Proximity, Melbourne

Foster's Australia
James McGrath

The best job in the world

Tourism Queensland
Nancy Hartley, James Burchill

Snow/Pee happy

Young & Rubicam, Prague

Daniel Ruzicka

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above