The funeral

When Spain made e-invoicing mandatory for SMBs under the Ley Crea y Crece, most companies reached for another explainer video. Holded and Camping held a literal funeral for the paper invoice instead: a nine-week, multichannel B2B campaign with a YouTube hero film, three recurring characters representing Spanish entrepreneurs (Paquita, Pep and Rafael), a giant obituary in Plaza de Chueca in Madrid, plus print, cinema and social. The result: 10M+ video views, 22.5M people reached, 1,560 new Holded accounts, 2.5× trial-to-paid conversion in six months and ~50% lower CAC over twelve months. It became Spain's most-watched B2B campaign and was featured in a Google case study.