Reflection of a Commitment
Client
- Solán de Cabras and AECC
On the occasion of International Breast Cancer Day, October 19, we created an integrated campaign and branded content initiative to raise awareness of the joint action by Solán de Cabras and the Spanish Association Against Cancer (AECC), aimed at raising funds to support cancer patients and their families through psychological care. A collaboration that both organizations have maintained for 12 years and which, on this occasion, includes the launch of the book Reflection of a Commitment, alongside the brand’s iconic pink PET bottles and the limited-edition glass bottles.
Through this editorial project, Solán de Cabras pays tribute to those who, with courage and dedication, work to improve the lives of people facing the disease, their families, and everyone committed to the fight against cancer, always from a positive, life-affirming perspective. One hundred percent of the book’s profits are donated to AECC. The book is now available both in major physical and online retailers (La Casa del Libro, Fnac, El Corte Inglés, Amazon, La Central…) and in independent bookstores across Spain.
Seven renowned artists
Published by La Fábrica, the book was conceived as an artistic tribute to the people who fight, support and accompany others in the fight against breast cancer. It features illustrations by seven artists and is structured into seven chapters, each addressing one of the seven commitments that form the pillars of the fight against cancer: supporting (from family, community and society), raising awareness, listening, researching, accompanying, healing (a clear tribute to healthcare professionals), and the claim of “being oneself”, the personal power of choice in how one experiences the course of the disease.
The result is a carefully crafted art object, from its fabric-covered cover to its contents. Each illustration acts as a metaphorical reflection of the artist’s perspective on the chosen chapter and is accompanied by explanatory texts that articulate what each piece seeks to convey. Images that aim to express, visually and inspiringly, without taboos and always from a positive point of view, the essential aspects of human commitment to the cause. Each artist offers a symbolic and subjective approach, inviting reflection through emotional connection.
The selection of Spanish artists, all highly regarded and internationally recognised, includes Carla Fuentes, Amaia Arrazola, Carmen García Huerta, Cinta Arribas, Álex de Marcos, Pau Sanz i Vila and Ana Jarén, who also created the cover illustration.
In addition to a range of social media content, the campaign includes three video pieces in which the illustrators, the publisher (La Fábrica) and Laura Soler, spokesperson for the Spanish Association Against Cancer, share the creative process behind the book and what participating in the project has meant to them. The campaign was further amplified through influencers and prescriber outreach, a dedicated website, and the launch of a presentation event featuring a small exhibition.
Agency Credits
- Creative agency: Darwin & Verne
- Managing Director: Alberto Martínez
- Creative Chairman: Carlos Sanz de Andino
- Creative Directors: Gonzalo Calvo, Pablo Caraballo
- Creative Team: Alejandra Moreno, Irene Herrándiz
- Head of Content Creation: Bel Rodríguez
- Content Supervisor: Cristina Sanchón
- Brand Manager: Jorge Martín
- Brand Executive: Claudia Bertó
- Audiovisual Producer: Noelia Herrera
- Audiovisual Production Company: Visual Noise
- Director of Photography: Pablo García
- Title: “Reflejo de un compromiso”
- Deliverables: Book, short-form videos, social media and launch event
