yerai gómez
INDEPENDENT CREATIVE DIRECTOR
yerai87@gmail.com | +34 600 81 00 01
PS21
FCB&FiRe
MRM // McCann
VCCP Spain
Saatchi&Saatchi Berlin
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Cannes Lions_D&AD_The One Show_Clio_Eurobest
CdeC_LIA_El Sol_LAUS_FIAP_El Ojo de Iberoamérica
Inspirational_The Cup_Epica_Cresta Awards
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SANTANDER BANK /
Beyond money
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A bank questioning the value of money to sell accounts to those who don't trust banks nor money.
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"IT MOVED THE WHOLE CATEGORY OF FINANCIAL SERVICES FORWARD"
AD AGE
"THE MOST PERFECT EXAMPLE OF HOW A BRAND COULD MAKE A STATEMENT ABOUT ITSELF"
CONTAGIOUS
"INSPIRING. DELICATE. ORIGINAL."
ADWEEK
IMPACT
· Fastest sign up rate in its 160 years of history: 70% of the annual business goals in 2 months.
· -24% negative sentiment towards the bank.
· 7.3M views in different channels (cinemas, TV, VOD platforms, website, offices nationwide...), in 1 week.
RECOGNITION
CANNES LIONS
1 grand prix | 1 gold | 2 silver
THE ONE SHOW
1 grand prix | 1 gold | 1 silver
D&AD
1 wood pencil
CLIO AWARDS
1 gold
EUROBEST
1 gold | 1 silver | 2 bronze
LIA AWARDS
1 gold | 3 bronze
EL OJO DE IBEROAMÉRICA
1 grand prix | 1 silver
EL SOL
1 gold | 2 silver | 3 bronze
CdeC
1 gold
EPICA AWARDS
2 gold
IAB - INSPIRATIONAL
5 gold
CRESTA AWARDS
1 gold | 1 bronze
WEBBY AWARDS
winner
SITGES WHAT'S NEXT
Top15 innovation in communications to watch in the world.
2017 / MRM//McCann
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CCO: Miguel Bemfica
ECD: Jesús Revuelta
CR: Marcos Martínez, Rubén Sánchez,
Sergio Villarrubia, Yerai Gómez
Head of Art: Rafa Merino, Daniel Requena
> The film. 17 minutes.
SAMSUNG /
Unfear app
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2023 / Cheil Spain
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CCO: Alejandro Di Trolio
CD: Edu Vea, Jaime Azurmendi, Yerai Gómez
ACD: Tanis Bollaín
CW: Aitor Carreira, Adriana Hernández, Yerai Gómez
AD: Julen Borge
Silencing noises to those who perceive them as a threat.
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"TECHNOLOGY WITH PURPOSE"
CAMPAIGN
"SILENCING FEARS"
LA SEXTA
"A SOLUTION, NO DOUBTS"
ABC
"IMPROVES THE DAY-TO-DAY LIFE OF PEOPLE WITH ATUISM"
EXPANSION
IMPACT
· +5000 downloads from Google Play.
· 4.7 ★ rating in Google Play
RECOGNITION
CLIO AWARDS '24
2 gold | 1 bronze
CdeC
1 silver
EUROBEST
2 grand prix | 1 gold
CANNES LIONS
2 silver | 2 bronze
CLIO AWARDS '23
1 grand prix | 3 gold | 2 silver | 1 bronze
D&AD
3 wood pencils
EL OJO DE IBEROAMÉRICA
2 grand prix | 10 gold
EL SOL
2 grand prix | 6 gold | 1 silver | 1 bronze
FIAP
1 grand prix | 1 gold | 1 silver
LIA AWARDS
4 gold | 2 silver | 3 bronze
CAPLES
1 gold | 2 silver | 1 bronze
> Film
> Download on
TRAPA /
An unre-
peatable
picture
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2018 / FCB&FiRe
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CCO: Jesús Revuelta
CD: Alba Vence
CR: Sergio Villarrubia, Yerai Gómez
Head of Art: Daniel Requena
One print ad and a short documentary that saved a piece of a rainforest in Indonesia.
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"MUCH MORE THAN A PAGE OF ADVERTISING IN THE PRESS"
AD AGE
"HEARTBREAKING"
ADWEEK
"A CHOCOLATE BRAND SAVED A PIECE OF FOREST IN BORNEO"
ABC
"A CLOCKMAKING BOMB THAT JUST EXPLODED"
EL PAÍS
"BEHAVIOUR SENDS A MUCH STRONGER MESSAGE THAN ANY ADVERTISING CAN"
THE DRUM
RECOGNITION
CANNES LIONS
1 bronze
LIA AWARDS
1 gold
EL OJO DE IBEROAMÉRICA
1 grand prix | 3 gold | 3 silver | 1 bronze
EL SOL
1 grand prix | 2 gold | 2 silver | 2 bronze
IAB - INSPIRATIONAL
1 gold
CdeC
1 bronze
BEST AWARDS
2 gold
> The documentary. 4 minutes.
KFC /
Back-
doors
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No one should have to resist to what they like. Not even KFC's competitors.
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"AN INTRIGUING WAY TO PROMOTE ITS LATEST LIMITED EDITION"
AD AGE
"ONE OF THE 25 MOST CONTAGIOUS CAMPAIGNS OF 2021".
CONTAGIOUS
"A UNIQUE EVENT THAT WILL MAKE YOU BOW YOUR HEAD".
HYPEBEAST
"BOLD. FUN. ENGAGING."
SHOTS
IMPACT
· +31.1M organic impacts in 1 week.
· +3.5M interactions.
· +2M views in 2 days.
· Phone number: +56K calls - 99.6% finished.
· 99% positive sentiment.
· Best-selling limited edition in KFC Spain history.
> Film
> Case study
RECOGNITION
EL OJO DE IBEROAMÉRICA
3 bronze
PREMIOS EFICACIA
1 gold
EL SOL
1 bronze
> There was a way to sneak into the restaurants.
> Competitors came. 11 cities. More than 1.2K Infames given.
KFC /
Always
in
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2020 / PS21
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ECD: Víctor Blanco
CD: Yerai Gómez
STRTG: Víctor Blanco, Yerai Gómez
CR: Stefano Marchesini, Gonzalo Cordero,
Xema Cabanes, Gema Díaz
How KFC Spain became a celebrity
switching from an "Always on" strategy
to an "Always in" one.
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"THE SPANISH KFC TWITTER PAGE IS JUST BEYOND MY LEVEL OF THINKING"
"♥"
IGGY ZALEA (7.8M )
"PEOPLE IS REQUESTING THE PROMOTION
OF THE KFC'S CM".
HUFFPOST
"KFC SPAIN, THE NEW TWITTER STAR"
20 MINUTOS
IMPACT
· From 6K to 400K followers in less than 1 year.
+6500% growth.
· Leading brand in interactions across the Spanish market.
· 1 out of 2 interactions with brands in Spanish market is with KFC.
· 65% of interactions with dinner operators on all social media is with KFC - 93% on Twitter.
· Most successful tweet in KFC's worldwide history.
RECOGNITION
EL OJO DE IBEROAMÉRICA
1 gold
PREMIOS EFICACIA
1 gold
DGT /
58 soul
riders
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Ghost bikes that awoke awareness about road safety, in a whole country.
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"ON TOP OF EVERY BICYCLE THERE IS A LIFE. A LIFE THAT MUST BE RESPECTED"
EL PAÍS
"A TOUCHING HARMLESS VIDEO"
CADENA SER
2017 / MRM//McCann
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CCO: Miguel Bemfica
ECD: Jesús Revuelta
CR: Marcos Martínez, Rubén Sánchez,
Sergio Villarrubia, Yerai Gómez
Head of Art: Rafa Merino
GD: David Hidalgo
IMPACT
· +70M organic impacts in just one week.
· +800K € earned media.
· #Almasciclistas, 1 Trending Topic in Spain,
both Twitter and Facebook.
RECOGNITION
THE ONE SHOW
1 silver
EL SOL
1 gold | 2 silver
EPICA AWARDS
1 gold
IAB - INSPIRATIONAL
1 gold
KFC /
A lot
for very little
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KFC was giving a lot for very little, so we gave a lot of chicken to those who had given us the least: the ones who rated us only one star on Google.
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"KFC TURNS ITS WORST REVIEWS ON GOOGLE"
AD LATINA
IMPACT
· +13M organic impacts in just one week.
· +1M interactions.
> The search took the streets.
> We found one of them.
TEKA /
Where life is cooked
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A +10M views film to sell kitchen appliances.
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"AN URGE TO IMMEDIATELY CALL YOUR DAD"
FAST COMPANY
"IT PUTS ON THE TABLE A POWERFUL SACK OF FEELINGS"
EL MUNDO
"WHEN COOKING MAKES US REMEMBER"
EL ESPAÑOL
"WONDERFUL. MOVING. BEAUTIFUL."
EL DIARIO
MUSTACHE BEER /
The sea
chooses
the price
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2016 / VCCP Spain
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ECD: Beto Nahmad
CD: David Sousa
CW: Marcos Martínez, Sergio Villarrubia,
AD: Víctor López, Rubén Sánchez, Yerai Gómez
A beer brewed with seawater that change its price according to tides.
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RECOGNITION
LAUS
1 gold
EL SOL
1 silver | 1bronze
FIAP
1 silver
LA LIGA /
Inverse
celebra-
tion
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2015 / VCCP Spain
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ECD: Beto Nahmad
CD: David Sousa
CW: Andrea Gusart, Sergio Villarrubia
AD: Álvaro Marugán, Yerai Gómez
Football stars imitating children’s goal celebrations, to fight hunger.
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RECOGNITION
CANNES LIONS
1 bronze
EUROBEST
1bronze
IAB
1 bronze
EL SOL
1 bronze
EL OJO DE IBEROAMÉRICA
1 bronze
FIAP
1 gold | 1 silver