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 KAPITEL 08 /  KREATIVITÄT & MUT ZU GROSSEN IDEEN

KREATIVITÄT &

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.