֎ CAMPOFRÍO “CampofrIA” – Christmas 2023.

“CampofrIA” combines Campofrío with “IA,” the Spanish acronym for Artificial Intelligence.)

Since 2011, Campofrío has been a kind of Spanish Christmas “Super Bowl,” releasing annual films that mix humor, emotion and a very local way of looking at life. In 2023, the brand decided to take on the topic of the year: Artificial Intelligence. With 70 percent of Spaniards saying they feared AI, especially the risk of job displacement and its growing influence on everyday life, the brand asked a crucial question: if AI learns from us, shouldn’t we teach it our best values?

To spark the conversation, we asked ChatGPT to write the Christmas ad. The result was a cliché-filled script that didn’t represent the brand at all… but we shot it and aired it exactly as written. The reaction was immediate: outrage, confusion and thousands of comments. Exactly what we were aiming for.

Forty-eight hours later, we released the real film, transforming the first one to bring it back into Campofrío’s emotional territory. A collective message delivered by comedians, actors, athletes and creators encouraged Spain to “feed” AI with diversity, respect, solidarity, talent and family. We even recreated beloved voices using tools such as ElevenLabs, Kitsio and Heygen.

The result was exceptional: more than 62 million views, wide media coverage and a cultural impact that reaffirmed Campofrío as Spain’s defining Christmas campaign.

→ integrated.