KAPITEL 08 / KREATIVITÄT & MUT ZU GROSSEN IDEEN
MUT ZU GROSSEN IDEEN
PHOTOGRAPHER // JUAN CARLOS VEGA, SPAIN
THE POWER OF CREATIVITY
The inventors of the spacesuit and Chupa Chups, the Spanish gui- tar, the mop, the first electric submarine and sangria all come from Spain: a creative powerhouse and one of the most diverse coun- tries in the world. A place where anything and everything is possible.
Our passion for celebrating life and our opti- mistic Spanish spirit helped Spain recover from its economic and political crises of the past – that and a huge amount of work. Now the country is pulsating with change and rein- venting itself every day, something you can feel on the streets and also in our agency.
With a huge pool of talent, Spain learned something from the crisis: when you have fewer resources, you need to trust in innova- tion and larger visions.
In a world where everyone thinks globally, at Serviceplan Spain we like to think glocal: big ideas that work internationally, but are also effective in terms of having strong local in- sights that connect with every specific region of the country.
Creativity is still the first pillar of advertising, but effectiveness has to drive it. Here at Servi- ceplan Spain we believe in great ideas that work.