In 2018, after a four-way pitch, Larios appointed branded entertainment agency FCB&FiRe to bring to life the “Mediterranean Spirit”, embodied by the leading Spanish gin brand. The agency has this week launched their first piece of work, a specially commissioned track and music video to bring Larios’ ethos to life.
“Otro Lugar” (other place) is the title of the resulting track, sung by rising talent Paula Cendejas and composed and produced by Alizzz, one of the most influential music producers in the country, best known for his huge successful tracks for C.Tangana in Spain, Latam and US Hispanics, and his collaboration with global superstar Rosalía (“Antes de Morirme”).
As the agency explains: “Otro Lugar”, both the track and its music video are conceived to build on the brand’s image territory and convey its values, but it is not an ad and will not be distributed like one. Instead, the video will be distributed through Warner Music channels and on other platforms such as Spotify, Apple Music, Amazon Music, Tidal, Deezer, iTunes and YouTube, among others.
The video shows the struggle against the “suit”, seen as a symbol of the pressures of everyday city life. This metaphorical battle is portrayed through an electric choreography that climaxes with an obvious antidote: “Otro Lugar”; that “other place” embodied by the Mediterranean spirit.
According to Marcos De La Torre, Marketing Director, “Videoclips are the second most consumed type of video content worldwide. What better vehicle to transport our message with credibility in an attractive way than with the best artistic talent of the moment in Spain. We hope that people enjoy it, take their day-to-day pressure a little less seriously, and transport themselves for a moment to the Mediterranean lifestyle.”
The dance routine is performed by the renowned international dancer and actress Fanny Sage, who has previously featured in music videos with Elton John, Vanessa Paradis and Placebo, as well as appearing in artistic pieces for Vogue, Chloé, Bang Olufsen and Cartier, among others.
The costume design is the work of Juan Vidal, one of Spain’s most internationally acclaimed designers, who contributes to creating the “Mediterranean spirit” with the protagonist’s floral outfits, which feature on a terrace in the video. “Otro Lugar” features well-known television and digital artists such as Elena Rivera, an actress famous for her role in the TVE series “Cuéntame”, the model Roberto Ruiz (@rroverdose), and the fashion influencer @luciabarcena, who joined the cast of characters performing in the chill out terrace scene at sunset.
Larios is the Mediterranean gin born in Malaga in 1886. It is the first Spanish gin that, fruit of the dedication of an enterprising lineage, has managed to maintain throughout a century and a half the fresh and pure essence of its natal Mediterranean. With more than 150 years of history, it is leader in volume within the gin category. Its portfolio includes: Larios Dry Gin, the first Spanish London Dry; Larios 12, Larios Rosé and the recently launched Larios Citrus as the standard-premium varieties; and, finally, Larios 150 Aniversario, its premium reference.
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies.
Music Video: “Otro lugar”
Music Producer: Alizzz
Vocal artist: Paula Cendejas
Distribution: Warner Music / Whoa!
- Creative agency: FCB&FiRe Spain
- Dancer: Fanny Sage
- Costumes: Juan Vidal
- Choreography: Ariadna Monfort and Blanca Tolsá
- Production Company: The Garage Films
- Director: Laura Martinova
- PR: Pelonio
Larios team: Marcos de la Torre, Ainhoa De Miguel, Adriana Para, Belén Paredes, Ana Coll
FCB&FiRe Creative Team: Jesús Revuelta, Alba Vence, Dani Requena, Andrea Serrat, Maria Tormo, Sergio Villarrubia, Yerai Gómez
FCB&FiRe Account Services team: Mayte Flores, Iri Matute,
FCB&FiRe production: Sara Muñoz
Whoa!: Daniel Cross
Warner Music: Javier Gil, Helena Pereiro
Garage Films: Rafa Reboll, David Martin Guerra, Laura Escrivá de Romaní, Guillem Coma, Josep Pardo, Sibila Estruch, Rita Prendes, María Dávila, José Sequi
Post-production: Fake Studio, Alex Serrano