LA LEYENDA DEL TIEMPO.

BRIEF

“Game Changers” is how IQOS defines people who, like the brand itself, find new ways to chart their path and be different.

Under this concept, IQOS presents itself as a device that breaks the rules, with a challenging, positive and forward-thinking attitude, redefining a smoke-free future in the tobacco industry. The brand had already done it in the fashion world and now it has wanted to reach the world of music. Israel Fernández and Enrique Heredia have reinterpreted the song “La leyenda del tiempo”, and Jesús Plaza has directed the video clip. Thus was born “Sueño y tiempo”, a project capable of rewriting the rules of the game, fusing tradition and innovation.

IDEA

Our main role in this project has been to materialize the idea and transform the proposal into reality. From GrupoIdex we were in charge of the whole creative process that resulted in the video clip of the new interpretation of a song that marked an era, as the main piece of the campaign, and that now is rewritten to become a legend again.

In this way, we created the script of the video clip, the making of the filming and shooting, we made the case of the campaign, and we gave it shape with the appropriate lights and shadows, and with the necessary sounds and silences.