© Predrag Vuckovic /Red Bull Content Pool

Simulación del encierro de Sanfermin en los Red Bull X Fighters

The 2014 Red Bull X Fighters was launched in México this past weekend and a simulation of the Sanfermin Running of the Bulls formed part of the show in which some of the best motocross bikers in the world took part. Victory went to the New Zealand pilot Levi Sherwood in show which will come to Madrid next 27th of June as part of their world tour. The most spectacular event of the Red Bull X Fighters is made up of an eliminatory motorbike acrobatics championship, but there are also events which are personalized depending on the bike, the country and the place where the show is taking place. For example, in 2013, in Osaka, Ninja fighters took part. In The USA, there was a competition with jeeps and in Dubai there was a Ford Mustang racing car event. In Madrid, The Red Bull X Fighters in 2013, had a simulation of the running of the Bulls for the first time where the Bulls were the bikes and the experience was both positive and incredible, as we can see in the image of Oscar Carrrascosa from Red Bull.

Oscar Carrascosa - Red Bull Content Pool
Oscar Carrascosa – Red Bull Content Pool

And perhaps for that reason, in the first test of 2014 in Mexico they have repeated the experience. In México there was a running of the Bulls, a fire bull, bullfighters and Portuguese forcados. The show was help in the Monumental Bullring of the City of México with an attendance of 38.000 people. That show left us images such as these.

Nate Adams

Nate Adams – Red Bull Content Pool
Mathieu Rebeaud - Red Bull Content Pool. Celebración de Levi Sherwood tras la vioctoria sobre los hombros de quienes hicieron las veces de corredores de encierro
Mathieu Rebeaud – Red Bull Content Pool. Celebración de Levi Sherwood tras la vioctoria sobre los hombros de quienes hicieron las veces de corredores de encierro
Mathieu Rebeaud - Red Bull Content Pool. Celebración de Levi Sherwood tras la vioctoria sobre los hombros de quienes hicieron las veces de corredores de encierro
Mathieu Rebeaud – Red Bull Content Pool. Celebración de Levi Sherwood tras la vioctoria sobre los hombros de quienes hicieron las veces de corredores de encierro
Red Bull Content Pool. Encierro en el Red Bull X Fighters
Red Bull Content Pool. Encierro en el Red Bull X Fighters

Ronnie Renner© Predrag Vuckovic /Red Bull Content Pool

El cartel en contra del maltrato animal que sobrevivió en Pamplona

Today we are going to relate a distinct kind of Sanfermin story and which is also quite uplifting. The story features a couple of anti-cruelty-to-animal posters which we put up in Pamplona. Given that sensitive topic in this city, they might have been expected to receive some attacks but in fact, the story is quite the opposite case. It all began with the launching of the “CAMPAIGN AGAINST IGNORANCE” whereby the Actyma Association  and the Human Dignity Party (PDH) decided to transmit their message in favor of the animals in Pamplona and in other cities where there are important bull-fighting events each year.

The most effective form of publicity was considered to be the OOH and DOOH (outdoor urban publicity with digital nighttime illumination). In this case the posters were set up at two urban bus-stop shelters. Impursa, the Company in charge of managing this kind of publicity, decided to demand an insurance policy from both Actyma and PDH to cover any potential damage, as the subject might provoke some vandal response against the posters. Both posters displayed strong images of real bull fights where it is clear that the animal is suffering. The main slogan on the poster was the message … can this atrocity be justified? The message was written on a background of a Spanish flag and the sentence was written in both English and Spanish. At the bottom of the posters could be seen the signature of Actyma and PDH and a telephone and e-mail contact was also given.

Actyma PDH Campaña contra la ignorancia
Actyma PDH Campaña contra la ignorancia

The publicity company even considered taking action against the posters, but, in fact, we can confirm that these posters did not suffer any kind of damage all the while that they were set up in Pamplona. From Actyma we were told about the reaction of the public as many people responded to the telephone number given on the poster. According to what this association tells us, during the whole eight months that the campaign lasted, many people voluntarily took on the job of keeping the posters clean and in good order by washing off any spit marks or writing left by vandals on the posters. Actyma received many calls supporting their cause and they were regularly phoned if the posters needed any renovating after any small vandalism act. This fact has specially heartened the association and they are already busy preparing a new campaign for 2014 for Pamplona and other cities such as Logrono, Benidorm and other cities which hold bull-fights.

The Actyma Association dedicates itself to defending the rights of animals by denouncing violence against the animal and by threatening to take legal action against offenders and it also tries to bring in new laws in relation to animal treatment. One of their main approaches is to bring cases before the Civil Courts when mistreatment is found so as to ensure that the existing laws are complied with for the benefit of the animal. Actyma recently denounced Pamplona City Hall for failing to comply with the regulation of the Running of the Bulls after the pile-up crush of the 13th of July, 2013,  as can be read at Sanfermin.com.

Image of the Actyma campaign in Benidorm. Facebook Actyma
Image of the Actyma campaign in Benidorm. Facebook Actyma
© Nokia / Solange Cummins

Sanfermin en el MWC 2014 con Nokia Lumia y Storyteller

Paseando por el Mobile Word Congress de Barcelona, cuando llegas al precioso stand de Nokia, puedes encontrar una curiosa referencia a Sanfermin. Nokia nos propone en el stand del MWC 2014 una simulación de su aplicación Storyteller sobre una pared con pantallas. Podemos ver rotulado un recorrido que completa la distancia entre Bilbao y Barcelona pasando por Pamplona. La simulación de Storyteller nos ofrece imágenes agrupadas en ese recorrido de varios usuarios reales agrupados por perfiles. Junto a Pamplona podemos ver a un usuario que ha escogido un pañuelo de Sanfermin para su perfil. En las pantallas van cambiando las imágenes del usuario entre las que podemos ver una vista contrapicada del Palacio de Navarra, entre otras. Este guiño con el pañuelo rojo de Sanfermin resumen la presencia sanferminera en el MWC 2014 de Barcelona que se está celebrando estos días. La imagen nos la envía in situ desde el Departamento de Comunicación de Nokia Solange Cummins.

© Nokia / Solange Cummins
© Nokia / Solange Cummins

La aplicación Storyteller se ha mejorado para los nuevos modelos Lumia de Nokia y destaca porque ordena todas las imágenes y las fotos en historias agrupadas que puedes compartir en bloque como diapositivas o videos. Los criterios son editables por lugares, rutas o casi cualquier término que desee personalizar el usuario.

La mujer desaparece de los carteles de Sanfermin sustituida por el toro, los corredores y el encierro

Desde 1881 hasta 2013 han anunciado las fiestas de Sanfermin 131 carteles, ya que en 1937 y 1938 no se publicaron por la guerra civil. Si tenemos que realizar un cartel que incluya los elementos más populares, llevaría un toro (presente en 80 ocasiones), corredores (56) y el encierro (28). Ver galería de carteles de Sanfermin.com. Estos tres componentes son los más comunes de un total de 79 diferentes que aparecen en 133 años de historia de cartelismo sanferminero. Si descartamos los elementos relacionados con el encierro o la corrida (toro, corredores, encierro, plaza de toros y toreros) los elementos más destacados por su reiterada presencia en los carteles son: la comparsa (15), la mujer (14), la gaita (11) y las evocaciones a diosas femeninas (10). Si unimos las referencias femeninas de madrinas, diosas y mujeres sumarían casi tantas como el encierro (24 frente a 28). Si comparamos los primeros años de carteles, con los últimos, la diferencia más significativa es la desaparición de la referencia femenina como protagonista principal o secundaria de los carteles de las fiestas de sanfermin. En los úlimos 60 años, las referencias femeninas en los carteles han sido dos, la de Mikel Urmeneta en 1990 y la de Bach en 1983 (en ambos casos se aprecian figuras femeninas en el cartel). Hay que retornar hasta 1949 para encontrar a una mujer como protagonista principal de una de las obras. Sí ha habido autoras en los últimos años, las tres únicas, que fueron Marta Coronado (2004), Cristina Calvo (2006) y Elixabete Bordonaba (2013) que tampoco escogieron figuras femeninas en la composición de sus carteles.

1885 fue el primer año en el que un cartel de Sanfermin fue protagonizado por una mujer. Desde 1901 a 1923 fueron 13, de 22, los carteles que incluyeron de alguna manera la presencia femenina de la mujer en las fiestas. Llama la atención que cuando suponemos que la igualdad entre hombres y mujeres está conseguida y superada -hoy-, esta no se traslade al principal reclamo de las fiestas, que es el cartel que las anuncia. Estos son datos que están ahí que nos muestra el mundo del arte y el diseño, un sector que tradicionalmente creemos más sensible a estas evidencias que contamos. Quizás 2014, sería un buen año para que volviera a tener protagonismo una mujer en el cartel que anuncia la fiesta entre las fiestas.

Samsung retira la campaña de su nuevo chip por la presión antitaurina por Twitter

Samsung, through its  twitter account for its Exynos processor, launched an image of a bull announcing that the Mobile World Congress 2014 held in Barcelona this weekend would reveal details about its new Infinity processor. In Barcelona, bullfighting events are currently prohibited by law and while we are drawing up some possible similitudes of this campaign with that of the case of the photographer, Daniel Ochoa de Olza and the World Press Photo (check the article in La Vanguardia newspaper), Samsung has announced through the same media outlet that it was withdrawing the campaign. “We respect animal rights and had no intention to promote the opposite. We apologize to all that may have been offended”, reads the curt note that has been issued by the firm in a brief press release.

In this twitter searcher we can see that many people threatened not to buyany more Samsung products and some even considered the withdrawal to have come too late.


These kinds of actions are nothing new. Anti-bullfighting pressure has resulted in the damage of some big marketing campaigns such as that of Pepsi in New Zealand (see news item in Sanfermin.com). Then there were other cases of firms not achieving their aims such as the withdrawal of the Snowwhite movie (see news item at lainformación.com)


El encierro al revés

BankUnited, un banco estadounidense que opera en Florida y Nueva York, parodió el encierro de Sanfermin para su publicidad en 2011. Si vemos las imágenes de este encierro invertido parece que miembros de la peña sanferminera La Jarana -característicos porque su faja y pañuelo son azules- están persiguiendo a un minotauro con traje. Y excepto por lo de La Jarana así es. Esta imagen es una creatividad del fotógrafo Mauricio Candela para BankUnited y pretende dejar claro que la gente recupera el control de su banco, invierte la dirección habitual de un encierro y persiguen al toro, que sería una recreación de un comercial sin escrúpulos de un banco. Otra referencia más al encierro que hemos querido mostrar por curiosa. Los corredores están conseguidos aunque el autor quiso recrearlos de azul y blanco en lugar del clásico rojo y blanco.


Esta campaña gráfica tiene otra paralela en televisión bajo el nombre de “Yes Man” que realizó la agencia República de Miami en la que el mismo toro hace las veces de bancario que, sin embargo, dice que sí a todas las operaciones propuestas y luego no atiende reclamaciones. Jorge Plasencia, presidente de la agencia que diseñó la campaña –República-, apuntó en la presentación del anuncio en 2011 que “Difundimos un mensaje que aprovecha la oportunidad de que los clientes se encuentran frustrados con los bancos y queríamos una campaña que no pudieran olvidar.”

Juantxo Erce

San Fermín, la fiesta del amor

Hoy es San Valentín y todo el mundo lo puede celebrar con amor. Algunos dicen que es una fiesta comercial porque nos obligan a celebrarla, pero bienvenida sea si la gente encuentra así una excusa para besarse de más. Nosotros proponemos como fiesta del amor y la amistad la gran celebración de San Fermín en julio. Quienes la protagonizan lo celebran y se quieren queriendo quererse. Esto es muy importante, queriendo, no obligando. Y es que hay quienes quieren a los toros, aunque éstos no se dejan besar en el morral por lo general, y hay otros y otras que están tan contentos que se besan con amigos y amigas, con desconocidos y desconocidas incluso, una vez, alguien llegó a besarse su propio codo que resulta bastante imposible. Os dejamos estas fotos del quererse sanferminero que se abre paso a labiazos entre el personal.

Gafas para quienes ven todo toro

The hand-made glasses from this Parisian Undostrial firm with designer Lucas de Stäel are being included in their Winter collection 2013 and they go under the name “The Divine”. A pair of these glasses would make any divino of the running of the bulls into the center of attention at all breakfasts and dinners. As the glasses come in a limited edition –only a dozen have been made– and are made for the catwalk they are certainly quite valuable in price. However, I am sure they will stimulate the creativity and suggestions in the gangs and Peña clubs and just about everyone who are starting to turn their minds to the fiestas of all fiestas this coming summer. A clear sign that there is NOT TOO LONG TO GO NOW.

The Divine model has in fact already been all sold out at the handsome price of 1.200 euros per pair. The frame is made in leather and only a dozen pairs were actually handmade in the Parisian studio of designer, Lucas de Stäel. The frame is at the base of this commercial collection under the title “Minotaur” where the creator gives a nod to this mythological animal. See the album on Facebook.


Lucas de Stäel
Lucas de Stäel

La marca americana de zapatillas Altra escoge el encierro de Sanfermin para su promoción

The American manufacturer of Altra sneakers has selected the Sanfermin Running of the Bulls to promote its latest product. The classic universal characteristics of bravery, toughness, sports and excitement which the fiesta of Sanfermin and its bullrunnings transmit has meant that yet another international commercial campaign wishes to be identified with the fiestas and the bullrunnings in order to promote its product. In this case, the American firm that makes Altra sports shoes shot this commercial during Sanfermin 2013 to make a video commercial in order to promote itsAltra Zero Drop model. This commercial has just been launched and it will promote the qualities of these sneakers which have undergone some of the latest technological and innovative applications in their manufacturing.

In the commercialvideo the protagonistis seen getting up early in the morning to take part in the Running of the Bulls and he is seen heading for the start of the run in his Altra sneakers. These new sneakers are made to adapt to any kind of surface and ground conditions, be it, marble, stone or water… classic situations found by any urban runner. The highlight is the participation in the Sanfermin Bullrunning with theAltra sports footwear. The images are quite cool and attractive.


The runner with the Altra sneakers is the one seen here in a blue tee shirt.
This is not the first sports footwear firm to take an interest in the running of the Bulls to promote its product. In Sanfermin 2011 Fiveten shot a commercial video and it also handed out its sneakers to some of the habitual runners for them to try on.

San Fermín no era escocés (II)

The theory of Thomas Dempster about San Fermín having been born in Scotland became rooted among an educated minority because it had received a full chapter in his book on Church History. But a reaction set in and in 1742 this attempt to appropriate the lives of many saints was counteracted. Nicolás Antonio published posthumously in Valencia “A Censorship of Fabled Histories, with the help of a Publisher called Gregorio Mayans, with the aim of demystifying religious myths which did not have much solid evidence to back up the claims made about them. In this book, in Book V, chapter II, Nicolás Antonio wrote under the title: “Del Obispo Pelagio, De San Firmino, que lo fue de Pamplona… (…)”, and he went on to demonstrate that the theory of Thomas Dempster that San Fermín was Scottish, was quite untrue. In this text which we mention, Thomas Dempster is given as Thomas Dempstero and Nicolás Antonio in his fifth paragraph states:

1-. Before the year 158 San Fermin flourished in life and worked miracles, the First Bishop of Pamplona, and a native in that city.

2-. “As this point deals with San Fermin, I cannot but notice that Thomas Dempstero, A Scotsman, in his treatise Historia Eclesiastica de Scotia states that San Fermin was a native of Scotland and that he was brought up by a priest named Honesto, and sent by him to be fostered by San Saturnino, Bishop of Tolosa.Nicolás Antonio goes on to say that Thomas Dempster is already well-known for misappropriation and for inventing new authors so as to “give Scotland merits which it does not deserve”.

3-. “With reference to making him a Scotsman and to making him a fellow-citizen of the writer, the reality is that he was a Spaniard and a Navarran from Pamplona.”


The main sources which Nicolás Antonio gives us are the Actas de San Saturnino, which are manuscripts and which were to be found (in those days) at the Convent of Huerta and also information taken from the work Historia Ecclesia Gallicane, by Vicencio Bellocense. He states that the mistake made by Dempster could come from a text from Equilino where he states that “Hibernia is a place in Spain (Iberia)”. He also quotes from Jacobo Usserio who enumerated many errors in this same sense of confusing these different terms.


Nicolás Antonio was the first man to set up the concept of modern style Bibliography in España and the idea of hypercriticism. His most-famous work is theBiblioteca Hispana” which provides precise and critical information on all the authors who had ever written up to his time. “Censura de historias fabulosas” sums up his mistrust of those writings from the XVI century and he provided a more objective and serious bibliography. Nicolás Antonio was a Canon of the Holy Church in Seville, a Councilor of Carlos II  and a Fiscal Officer of the Council of the Crusades.