It has been a very intense week. The days of the c de c came to an end.
On 18th June, we were able to enjoy with Tay Sánchez and Marta Pérez Tudela, Harry production company’s CEO and executive producer respectively, who, together with Raquel Martínez, independent creative director, formed a most inspiring and didactic team.
In 2015 the Harry‘s team embarked on a very special project, which would be an adventure they would never forget:
Toyota set them a challenge and the result we now know as: “Time makes us better”.
Time influences the decisions we make and they have an impact on the planet and society. This is the main objective that was intended to be conveyed.
Harry‘s team accompanied and documented the Abascal family for 5 years. They joined them from a sincere account of real life, which has endured over time with intensity, infecting the subjects of the project with the spirit of the advertising profession.
This sociological experiment had some setbacks in its final stretch with the arrival of the pandemic, but with effort and tenacity it finally came to light.
The partners and associates have been key in this adventure, to form a team that embarked on a project ahead of its time. Only the most daring would have decided to bet on a job like this, and Harry’s team accepted, managing to place the client at the centre of the strategy, a key factor that has marked the success of the project.
Harry’s ambitious gamble had some risks, because it was about real life, where there is no script and you are working with real people, so it was quite a challenge.
Tay Sánchez told us how fascinated he was by the experiment from the creative point of view and the narrative process, as usually productions are in charge of telling fictional stories and this was an opportunity to be able to tell a real story. Thus opening a path that has made them learn, advance and innovate in a format that focuses on the long term.
Thanks to Tay Sánchez and Marta Pérez we have been able to learn the value of betting on complicated and different ideas, which can be a key to creativity and the beginning of a great project. Taking risks is a way of thinking!
We leave you the website with all the content about the real campaign made by Harry for Toyota.
Creativity moves frontiers! Let’s never stop learning.
Congratulations to the whole team who on Saturday 19th won silver in the Craft – Production Management category at the National Creativity Awards gala organised by the c de c at the Kursaal in San Sebastian.
