Factorial has responded to the conversation generated in recent days around its large canvas installed in Madrid. Creativity, with all the inverted copy, used reading difficulty as a resource to capture attention and, as we have known since reason.Whyalso intended to convey to the act of reading the advertisement itself the difficulty that a company faces in working with disconnected information, tools and processes.

The company has now introduced a small change that helps advance that narrative. The Factorial logo, which initially also appeared inverted, can now be read correctly. The rest of the message, however, remains backwards at the time of writing.

The tarp will remain installed until September 30

The action began on September 16, when Factorial installed a 948 square meter canvas on Paseo de la Castellana (Madrid) with an execution that altered the usual dynamics of outdoor advertising. Faced with the search for a quick and direct reading, to understand that advertisement you had to stop and spend a few more seconds to decipher it. The canvas also occupies the façade of an office building, so the action seeks to challenge both those who pass through the area and the professionals who work inside, for whom the text can be read well as they are located inside the building, on the other side of the creativity.
From reason.Why We then asked our community precisely that question, whether requiring an additional effort from the audience can help a creative generate interest and memory.

“Hey CEO, your company loses about €242,000 due to information lost between programs. You deserve an AI that connects you”can be read by turning one of the main copies of the canvas right side up. On the other side of creativity, Factorial points out: “Hey CEO, 42% of companies pay for multiple tools that do the same thing. Don’t be that %.”

The inversion of the text thus acquires a second reading. In addition to functioning as a resource to attract attention, it represents the business problem on which Factorial wants to build this new stage of its positioning: the complexity generated by working with information dispersed between different tools.
In fact, Factorial took advantage of the conversation generated by the canvas to publish on its networks a kind of “official statement” in which it played at assuming the supposed error. After ironically confirming that creativity was, indeed, backwards, the brand already pointed to the underlying idea: “It has been a problem of disconnection.” A clue about the concept of the campaign that closed with the promise of explaining days later how it intended to “solve it.”

A campaign to make disconnection visible

The action is based on data collected in the “Factorial Business Facts Index 2026”, a report prepared by the company itself on the impact of the disconnection of information and tools on organizations. According to data provided by Factorial, Spanish companies can lose up to 242,000 euros per year because their managers spend time searching for information that already exists within their organizations.

The complete study will be announced on October 7 during the Factorial Summit, which will take place in Barcelona. Some of the data provided by the company works as raw material for a campaign aimed especially at CEOs.

“Every day, business leaders receive more emails, reports, presentations and meeting requests than they can handle. If we wanted to talk to them about a problem that directly affects the productivity and growth of their companies, we couldn’t do it with another message in their inbox”explains Jordi Romero, CEO of Factorial. “That’s why we decided to leave the office and take the message to unexpected places. The inverted canvas was a way of inviting them to stop, look twice and ask themselves if we are also working with processes and tools upside down.”he adds.

From abroad to golf and sailing

The Madrid canvas is the most visible execution of the campaign, but the strategy developed by Factorial has been transferred during these days to other spaces frequented by the business audience to which the brand is directed.

In Sant Cugat, Factorial took the action to a golf course by introducing personalized balls with messages addressed to CEOs among the players’ balls. The team then approached the players to ask them if those balls were theirs, causing them to notice them and discover the printed messages. The entire intervention was recorded with a hidden camera.
The phrases transferred the campaign data to the language of the sport itself. “Pay for 5 programs while being able to use 1. Badly played”he pointed to one of the balls. Another condensed the idea of ​​the campaign in one sentence: “The worst hole in your company: disconnection.”

The intervention also reached Sant Feliu de Guíxols, where Factorial transferred the message to the nautical environment using a sailboat whose white sail functioned as an advertising medium. About it one could read: “CEO, you waste 10 hours a week navigating between disconnected programs.”

In both cases, Factorial has taken the message outside the usual corporate channels and integrated it into spaces linked to the public it wants to reach. The campaign also uses the codes of each context – “go through the hole” in golf or “navigate between applications” in the nautical environment – to convey the problem of disconnected information and tools that articulates the entire strategy.
The choice of these spaces responds, according to the company, to the intention of reaching CEOs and business leaders outside the usual corporate channels and taking the message to places linked to both professional relationships and time of disconnection.

The campaign is completed with an audiovisual piece that brings together the different activations and combines reality and artificial intelligence to show them. The latter has been used, among other resources, to build the reveal of the canvas and show the copy of the right in the video. In the actual installation, however, the message remains inverted and only the Factorial logo has been correctly placed. AI thus functions as a resource to explain the creative development of the campaign.

The campaign has served to begin to make visible a broader brand movement. In recent months, Factorial has been working on an evolution of its positioning with which it wants to expand the perception of the company beyond its traditional connection with human resources management.
The company now presents itself under the “AI for Business” territory, with the intention of positioning itself as an artificial intelligence platform to manage people and business operations.

The approach connects directly with the problem that the campaign dramatizes. Factorial positions artificial intelligence as a tool to connect information and processes, simplify management and reduce the time that professionals spend locating data, switching between applications or carrying out administrative tasks.
According to the company, it does not mean abandoning people management, but it does mean expanding the scope of its proposal.

“People management is and will continue to be an essential part of our proposal, but the reality of companies requires a broader and more integrated vision”explains Romero. “Any AI knows the world. Factorial knows the world. And your company. We help organizations connect what is fragmented today and leave ‘hard mode’ work behind.”he adds, thus summarizing one of the ideas with which Factorial wants to build this new stage in which it seeks to differentiate its proposal from generalist AI tools based on the knowledge and connection of information specific to each business.

The new positioning is part of a rebranding work that Factorial has been developing and that will continue in the coming weeks. The current campaign already introduces some of its main codes: disconnection as a problem, simplification as a proposal and artificial intelligence as an element on which the company wants to expand its brand territory.