In the slightly explored regions of the human brain the miraculous process of the thought takes place. Two hemispheres connected by a corny body, exchange, share and process information.

On the table of the creative ones of the department, the briefing reminds to them the líneasmaestras of the client and of the product, his target group and the basic targets of the campaign. Previous investigations have made them know multitude of information on the product and his different applications, his advantages and benefits, the strong points. So much the Director of Art like the Editor, they have "got soaked" in everything related to the campaign. Thousands of concepts flutter inside his heads.

In the least awaited moment, when any of two creative ones is in his most relaxed state and his thoughts much removed from the campaign that they have between hands, any sensation or experience of chance and seemingly trivial type (a song, a television program, a conversation, a paragraph read at random, a laugh, a perfume, a meal …) unleashes the explosion of the most wished idea.

Creative workshop

Situation analysis

A sports newspaper has stated that has lost area it transferring his most direct competitor. It gets lost in number of readership and advertisers get lost also. The tendency is to the fall and of continuing the same market situation, the sales will keep on descending for the sake of the competition.

Strategic analysis

It is a question of recovering presence on the market affecting in the values of leadership and in the prestige that accumulates the newspaper in the sports press. The readership has to remember who the number one has been and they must realize well in what information they can always trust, with independence of the passing fashions.

Creative solution

A fan lights the TV set ready to see the football match of Real Madrid and discovers, very astonished, that the white players are not the habitual ones, but the tennis players Nadal, Moyá, Ferrero, Robredo, etc.
Another fan is going to ask the champion of Formula 1 Fernando Alonso for an autograph. When the pilot takes the helmet from himself, the soccer player Raúl González turns out to be.

In a tennis match, a spectator observes Roger Federer returning the ball. When the fan turns the head following the trajectory of the ball, one finds in another part of the track the Finnish pilot Raikkonen.
Finally, in a competition of in sync swimming, there appear from the water several pairs of feminine legs accompanied by a pair of much bigger and clearly masculine legs. When they emerge of the water to take air and to continue the exercise, the player of basketball Pau Gasol is discovered swimming between them.

On - impresiona the name of the newspaper and a message that also reproduces in voice in off: "THAT DO NOT CONFUSE YOU. THE SPORT AS IT IS”