ICEX: Think Again, Think Spain

The Leading Brands of Spain Forum, ICEX Spain Export and Investment and the Spanish Chamber of Commerce presented the international communication campaign ‘Think Again, Think Spain’, whose objective is to improve the image of Spain's economic and business dimension through the communication of success stories and best practices of leading Spanish brands, associated with the attributes of excellence, creativity, versatility and innovation. Behind the creative idea of the campaign and its execution is agency Contrapunto BBDO, which developed the concept based on a design strategy previously devised by Interbrand. Based on the insight that most people only have preconceived opinions of other cultures and countries, it is no surprise that the first thing that comes to mind when foreigners think about Spain are clichés and stereotypes about our culture, often failing to discover other aspects. Hence the “Think again, Think Spain” concept, that encourages us to think about other aspects of our country. The campaign is an invitation to discover everything that Spain has to offer, encouraging people to stop and think about different aspects of the value, qualities, leadership and achievements of our companies. One of its objectives is to inspire confidence in Spain based on its solid economic and business situation as a destination for investment and as a trading partner, both key levers for the recovery of economic activity and emerging strong from the economic and social impact of the global pandemic. The initiative is aimed at a professional, corporate audience, with decision-making capacity in the main sectors of our companies’ international activity. The campaign aims at the international market with an emphasis on potentially interesting markets for the Spanish economy and companies like the USA, UK, Canada, Mexico, Colombia, and Peru. Infinity Media is managing a scheduled five-week campaign in these six key markets.