The death of Guillem
This transmedia cultural campaign has rediscovered the memory of Guillem Agulló, the young anti-fascist who was murdered, in order to defend human rights and fight fascism at a time when the global far right is clearly on the rise.
For ICEC, IVC, 3Cat, ÀPunt and IB3
The story of a murder.
The birth of a symbol
In 1993, a group of far-right youth murdered the young anti-fascist from Valencia, Guillem Agulló.
To rediscover this event that had been forgotten, and to highlight the values of justice, freedom and the defence of human rights, we launched a major campaign to turn the murder of a young man, an event that marked a generation, into a symbol of the fight for human rights.
A film, a book, a manifesto, a series of concerts, a talk show and a campaign on social media have proven that culture is the best weapon to fight fascism.
To commemorate Guillem Agulló’s story and launch an anti-fascist campaign, we first needed to engage people on social media. We did so with the Manifesto for life website, which gathered more than 1,500 signatures of support in just a few days.
Guillem.
The cornerstone of the project
The opening shot of the campaign was the publication of the book Guillem, written by Núria Cadenes.
The book was a best-seller, with five print runs and more than ten thousand copies sold, and won several awards including the València Negra 2020 and the Lletra d’Or 2021.
The book’s massive presentations, huge sales and awards led to great expectations and paved the way for the highly anticipated and hugely successful film and concerts that followed.
A resounding success
In parallel, we launched a funding campaign on Verkami to make a film, which ended up being directed by award-winning director Carlos Marqués-Marcet.
The campaign was a spectacular success: the crowdfunding raised €134,000 (one of the largest Verkami fundraisers in history), which helped finance the film with TV3, À Punt and IB3.
The film premiered at the Málaga Film Festival, winning several awards, including the Gaudí Award for Best TV Movie, the Best Film Award from the Valencian Academy of Multimedia Arts and the Audience Award from the Los Angeles International Film Festival.
TV premiere with record numbers:
TV3
430,000 viewers (17.60% share), leading its time slot with audiences.
À Punt
201,000 viewers (10.90% share), a record for a premiere on the channel.
IB3
15,000 viewers (4.40% share), a record for a premiere on the channel.
TV premiere with record numbers:
With Fixing the Future we have created not only an event, but also a transmedia project that successfully blends outreach and entertainment.
We have produced over thirty exclusive pieces for YouTube that highlight the most inspiring debates and interviews in an attractive and agile format to amplify the festival’s impact.
The campaign had an extraordinary impact on social media: with more than 6,500 followers on Twitter, more than 6,000 followers on Instagram and more than 1,800 followers on Facebook.
The song from the movie’s soundtrack, No s’apaguen les estreles (Don’t let the stars go out), by Xavi Sarrià, has been played more than 587,000 times on Spotify.
Concerts for Life
The transmedia campaign also featured the organization of two major concerts called the Concerts for Life, with more than 5,000 people in attendance. The concerts were held in Valencia and Barcelona, as part of the benefits from the crowdfunding campaign.
The concerts were led by Xavi Sarrià, who crafted the song on the film’s soundtrack, No s’apaguen les estreles (Don’t let the stars go out), with several bands participating in both events.
A commitment to memory
The promotion of the website was another key point of this transmedia campaign.
This comprehensive website compiles all hate crimes resulting in death that have been committed in Spain since 1990. The project is coordinated by expert journalists Miquel Ramos and David Bou.
