Title	PAST. PRESENT. PROXIMITY.
Brand	PROXIMITY
Product/Service	ADVERTISING AGENCY
Category	A05. Self-Promotion
Entrant Company	PROXIMITY MADRID, SPAIN
Advertising Agency	PROXIMITY MADRID, SPAIN

Name	Company	Position
Eva Santos	Proximity	Chief Creative Officer
Susana Pérez	Proximity Madrid	Executive Creative Director
David Vijil	Proximity Madrid	Creative Director
Gerardo Vaquerizo	Proximity Madrid	Art Director
Antonio Jiménez	Proximity Madrid	Art Director
Raúl Somaza	Proximity Madrid	Copywriter
David Vijil	Proximity Madrid	Copywriter
Gemma Selga	Proximity Madrid	Agency Producer
Erika Martín	Proximity Madrid	Account Supervisor
Lidia Del Puerto	Proximity Madrid	Account Executive
Elías Maldonado	Proximity Madrid	Editor
Teresa Muñoz	Proximity Madrid	Editor
Leticia Hueda	Freelance	Photographer
Jorge Colomer	Freelance	Director Of Photography

Brief Explanation

During the last 5 years our agency has changed its name 4 times before confirming its present name: PROXIMITY. These previous changes were one reason why clients and the sector in general were not exactly clear on neither our name nor our work. Because of this it was important to launch a campaign that would impact the sector by making each and every professional that has worked for the agency a participant and henceforth leaving the industry clear on who we are and we come from.

The Brief

To tell the story of Proximity’s 20-year plus history through an impactful industry focused image campaign and make every professional that has worked at the agency a participant.

How the final design was conceived

We decided to tell the story of our history through 11 of the finest professionals to have been part of Proximity. We sent out 11 personalised packages, inside each, a “CAREER PATH WALLET”, a special tribute handmade by a master leather craftsman, bringing together all of the business cards that compose the professional life of each of these individuals. A personalised wallet that unfolds the stellar career journeys of promotions and agency changes by including, after an arduous process of investigation and redesign, the original business cards of each of these professionals. However, the most important and newest business card was also included. We gave each person a special edition card created with fragments of the recycled business cards of everyone who has worked at our agency. This card affirms the new post of each of these 11 individuals, an honorary position that they will hold from now and forever at Proximity. Additionally, each package included a USB with a personalised video that redirected their colleagues to proximityandme.es. This deserved tribute was packaged up in a recycled cardboard containing a crafted wooden base created especially to house each element of each package despatched.

Indication of how successful the outcome was in the market

More than 600 career path wallets uploaded to the web that added up to almost 5,000 visits. We received enthusiastic congratulations from numerous professionals in the sector. The campaign was widely discussed on social networks when the new holders of the agency’s honorary positions posted their videos on their Facebook walls. Fran Guijarro “shivers are still running down my spine” Antonio Pacheco “…, extremely moved by and grateful for this wonderful Christmas campaign by Proximity, Wow! Honorary Executive Creative Director at my ‘home’ agency.” We reached 204,000 people on Facebook where the video was viewed 40,296 times. The campaign improved the image and increased awareness of the Proximity brand appearing in 90% of advertising industry publications in Spain generating 84,000€ in earned media. Although not entirely objective, the image of the agency internally with Proximity employees went through the roof. The pride of belonging to Proximity led our people to uploading their career path wallet wherever they could. In our internal master survey, assessment of the brand improved 40% from the previous year. The campaign’s case video at http://www.proximityandme.es/ received 60,381 visits.