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JWT Barcelona | Freixenet | The Key To Reserva
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Every Christmas in Spain, Freixenet Carta Nevada Reserva - a brand of spirit - runs its only TV spot for the year. Highly anticipated,
this is more of an event than a commercial. Over the course of three decades, the campaign has featured a string of A-list celebrities,
including Paul Newman, Liza Minnelli and Demi Moore.
In 2007, it was decided to shift the spotlight from in front of the camera to behind it, and Martin Scorsese was the first choice as director.
The structure of the final film is presented as a 'making of', with Scorsese guiding the audience through his efforts at producing the
Hitchcock inspired The Key to Reserva. And, yes, there's a twist in the plot.
The film premiered on the web (online viewers could choose next year's director), and was also screened in 150 cinemas. Within a month,
the Freixenet site and YouTube had received one million visits, with 22 TV stations featuring the film, for free.
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