As a culmination of Telefónica’s centenary year, the company has launched, together with the agency &Rosàs a Christmas advertisement under the title “Neuron”, which seeks to inspire and reflect on the importance of connections, carrying as its main message the comparison between the functioning of the brain and the way in which human beings, together, can imagine and build a better future.

Thus, the advertisement explores how neurons need to create circuits to think, imagine and dream, and how this dynamic is reflected in society: the more connected people are, the further they can go together.
With this proposal, Telefónica reaffirms its commitment to innovation and its role in the evolution of society through technology, highlighting that true transformation occurs when all people have the possibility of coming together and dreaming together.

For Miguel Ángel Duo, Executive Creative Director, “In times of machine learning, big data and AIs, it seemed precious to us to use something as tiny as a neuron to talk about the gigantic power of the human imagination.”

For his part, Jordi Luna, Creative Director of the campaign, stated: “Science shows that we are biologically programmed to connect. Inspired by neural connections, we created this campaign that dreams of a collective consciousness that drives common progress.”

TECHNICAL SHEET

• Agency: &Rosàs
• Advertiser: Telefónica
• Client Contacts: Rafael Fernández de Alarcón, Víctor Aguado, Yamil Salinas, Laura Encinas, Eva González
• Chief Strategy Officer: Jordi Rosàs
• Chief Creative Officer: Isaac Oliver
• Executive Creative Director: Miguel Angel Duo
• Creative Director: Jordi Luna
• Creative Team: Irene Sànchez
• Account Team: Daniele Cicini, Irene Mosquera, Eva Carrasco
• Head of Production: Jordi Solé
• Postproduction and graphics coordinator: Meri Losada
• Producer: Canada
• Director: Nico Méndez
• Director of Photography: Dani Fernández Abelló
• Executive Producer: Victor Mata
• Producer: Christy Alcaraz
• Edit: Carlos Font
• Music: Lucas Vidal
• Photographer: Alba Yruela
• Postproduction Studio: Telson, Melt
• Sound studio: Telson, Angel Sound
• Media Agency: Havas