Interbrand

The ranking of the 30 most valuable brands in Spain analysed by Interbrand has Zara, Santander and Movistar at the top, followed by other prestigious names. They were all honoured at a gala at the Prado Museum and surprised with a special series of posters. Interbrand’s Madrid office selected a corresponding painting for each brand from the countless works in the Prado Museum’s collection. AI was used to generate a modern counterpart, resulting in a fascinating fusion of past and present, a subtle translation of the essence of a brand, and at the same time a symbol of value creation. These 30 stand-alone yet connected posters likewise became the subject of an online campaign and, of course, the CMOs and CEOs also received a framed piece representing their brand. Interbrand has succeeded in translating values and the spirit of companies in a surprising way not only in this project but in many others as well, as it has been one of the world’s leading design agencies for over 50 years. Its portfolio includes bold campaigns, clear corporate identities for top international brands, and innovative stagings. With “Masters”, Interbrand Madrid realised another high-profile project. Even the board of the Prado Museum was so enthusiastic about the idea that it included the exhibited works in its archive.

Red Dot about Interbrand

At Interbrand, we see AI as a groundbreaking tool that can do unimaginable things. It should complement and support our daily design work.

Borja Borrero, Sara Bautista, Deborah Rodríguez