LLYC is very clear about its objective. The firm no longer wants to be just a communication consultancy, but an agency that offers a multitude of services for brands. One of them is undoubtedly the creation of advertising campaigns such as “Bihar, choose tomorrow”.
It is an initiative that he developed for the BKK foundation and was awarded a silver lion in the outdoor category at the 2022 Cannes Lions festival . The project is based on an artistic intervention in the form of “living” sculpture, which seeks to highlight the impact of current social decisions on the future of young people’s lives.
The work, installed in the Ría de Bilbao, in Spain, represents the head of a girl at the mercy of the tide. The piece is a creation by Rubén Orozco, a Mexican hyperrealist artist with whom the company has already collaborated in the development of Mercedes, the protagonist of “Invisible Soledad”, another LLYC campaign.
Bihar is a metaphor for how society can sink youth or raise it afloat, considering that today 70% of youth suffer from climate crisis anxiety, according to LLYC data. The creative piece obtained 1.2 billion impressions and was broadcast in more than 75 countries, including Mexico.
David González Natal, head of the campaign and general director of the North Latin American region of LLYC, assures that this project had a high risk component, both in the subject matter and in the execution.
“The campaign was very complex in terms of logistics, since we had to make Bihar’s head in Mexico with the Mexican sculptor Rubén Orozco and then move it to Spain. In addition, it had to be installed in the estuary and made to remain fixed, so we had to study the tide map to achieve the effect we were looking for, that the head would sink or rise depending on the time of day”, he explains.
Months later, when the campaign had already finished, nature did not stay still and a rising tide during the rainy season dragged the sculpture. It is currently under restoration.
For González Natal, linking the campaign with LLYC’s billing or sales would not be possible; however, it does admit that it is a project that has reaffirmed its position in the market when it comes to promoting ideas for companies that generate a great impact on public opinion.
According to its latest financial report, LLYC closed 2021 with 64.1 million euros (million euros) in revenues, which represents an increase of 43.5% compared to 2020. Ebitda, or operating flow, was 51.3%, at 12.7 million euros, while the net benefit reached a growth of 134.6%, equivalent to 5.3 million euros.
“We have a very large heritage in the corporate, financial and public relations fields, so we are placing a lot of emphasis on expanding our range of marketing, engagement, digital, technology and creativity solutions. We anticipate that customers need comprehensive solutions, where the combination of these elements is essential”, commented José Antonio Llorente, co-founder and president of the company.
