A century, told forward.

Telefónica was about to turn 100. The corporate brand had stepped back from direct B2C, with Movistar, Telefónica Empresas and Fundación Telefónica covering its audiences. The centenary was a chance to reconnect the master brand with society as a presence, not a service. The risk: a 100th birthday becomes a museum. The brand looks oldest exactly when it most needs to look newest.

Not a rear-view mirror. A springboard. The 100 years as launch pad, not destination. Every truth the brand had earned over a century needed to be re-read for the decades ahead.

A brief that captured 100 years of philosophy, history and value, framed as the trampoline for the next 100. The concept that emerged was Imaginémonos. Nothing more human than imagination. Telefónica's role was not to facilitate technology but to amplify what people could be and do with it. Not a facilitator. An amplifier.

Two agencies won the pitch and produced different pieces across the year. &Rosàs delivered Besos and Neurona. Accenture Song delivered 100 años más. My job stopped being find the idea and became protect the idea across many hands. Brand stewardship as the work itself.

Imaginémonos carried the brand through the centenary year. Events, sponsorships and assets aligned behind a single strategic narrative. Telefónica emerged defined by what it amplifies in the future, with its emotional connection to society renewed.