Spanish elevates the everyday. This is what ICEX España Exportación e Inversiones communicates in the new creative campaign it has developed for Marca España with the intention of reinforcing and updating the international perception of our country. “Spain up your life”, designed by the M+C Saatchi agency, seeks to position Spain as a benchmark in aspects such as high quality, excellence and innovation.

The campaign, launched in June, is born, as explained by ICEX, from a simple, but universal observation: Spanish products and services work well and, in addition, elevate the experience, add character and make life feel better. In this sense, the idea is built from the consumer’s perspective and tries to reflect what happens when a Spanish product, made with talent and passion, comes into contact with the consumer’s life.

The concept is expressed in an advertisement articulated by the idea of ​​gravity, lightness, and elevation, which is both physical, emotional and aspirational. The piece, produced by The Gang, stages all this by recreating a kind of surrealist play that praises Spanish products linked to the categories of fashion, design and gastronomy, highlighting their ability to transform ordinary moments into extraordinary experiences.

In the advertisement, the products and services seem to defy gravity, driven by dedication, sensitivity and mastery. Choreographies and acrobatic movements, visually striking scenarios and impossible situations, generated with artificial intelligence, come together to communicate the soul, history and emotion of the Spanish identity and way of doing things.
ICEX has also shared the making of.

“For years, Spain has done extraordinary things without needing to proclaim them. That modesty has been a cultural strength, but also a communication challenge“, they assure from the ICEX. “‘Spain up your life’ was born to give a name to that silent excellence and express it in a clear, contemporary and recognizable way in international markets.”.

They defend that same idea from the agency, which ensures the campaign makes explicit what the consumer already intuits, but does not know how to articulate, that is, that when something comes from Spain, something changes. “The flavors surprise. The design impacts. The quality is noticeable. And that accumulation of experiences, over time, ends up elevating you“commented Andrés Martínez, CEO and Executive Creative Director of M+C Saatchi Spain, in a statement. “It is not a slogan, it is a truth that people who have experienced Spanish already know. The campaign is just trying to remind you”.

The campaign is part of the ICEX ‘Spain, Triple A Country’ strategy, and is linked to European financing through the Recovery, Transformation and Recovery Plan.
Resilience. It is being executed in priority markets, such as Japan, the United States, Benelux, Switzerland, Denmark and Singapore, and with a 360 strategy that includes print media, digital platforms, social networks, connected television or collaborations with influencers. It has also been activated in outdoor advertising on the streets and spaces of cities such as Brussels.

Although the campaign initially highlights three specific industries, ICEX and M+C Saatchi point out that the creative concept has been designed with flexibility and adaptability in order to highlight any other sector. And at the same time, they ensure that it is concrete enough so that every user, in any market, understands the message.

Likewise, the agency points out that a creative territory has been identified
fertile that can be developed over time to build credibility and desire around quality and excellence. The objective is to address the problem of the notoriety and positioning of Spanish products and services, which already enjoy excellent quality.

“Spain has yet to tell the stories of excellence behind it, crossed by the passion, closeness and creativity that characterizes the Spanish people.”; stated Lucía Gómez-Hortigüela, Head of Consulting at M+C Saatchi Spain. “With this basis, ‘Spain Up your Life’ comes to lay the foundations for this change in the language of Spain, which begins today to speak in terms of excellence through its success stories”.