showroom - Tile of Spain

We wanted to project a consolidated and modern image for the sector, aswe consider that the values of tradition are implicit in the actual trademark;our idea was for ceramic tiles to be perceived as a material capable of offeringan unlimited range of possibilities when tackling a project.The campaign incorporates its own visual language through the use of agraphic code that can create various original designs that are favorable forreflection, with the “Be creative” concept running throughout.What made you choose a baseline like “Be creative” for this campaign?Do you feel that creativity is one of the defining features of theSpanish ceramic tile industry?It’s more than that, I would go as far as to say that creativity is a definingfeature of the way we are, of our history and culture.And within the framework of the international ceramic tile industry, that’s adifferentiating factor that sets us apart from all other markets and places usin a privileged position which we must use to maximum advantage.This campaign is essentially provocative. We want to make it absolutelyclear to everyone that product and creativity are inextricably linked, and toensure that the professionals we are targeting see our industry as givingthem free rein to tremendous creativity when developing projects.Having worked closely with our industry in order to produce thisadvertising campaign, what’s your vision of the sector today?We are convinced that the Spanish ceramic tile industry is going through anextremely positive period.It’s absolutely true that Spain’s creative image is gaining strength abroadand that recognition for Spain’s capacity for design is on the increase.Indeed, this is true not only of the design sector, but also in all aspects relatedto creativity and applied to sectors ranging from gastronomy to architectureto music. Spain and its products are becoming increasingly attractivefor international markets.All this, combined with our love of tradition, state-of-the-art technology andcommercial potential of a large number of Spanish firms operating in thesector, leads us to predict that the current outlook for the future is tremendouslypromising.What would you say are the strengths of the Spanish ceramic tileindustry in comparison with other Spanish firms whose internationalimage you have been responsible for?Tradition and innovation. A consolidated industry with a long-standing traditionthat has proved capable of creating avant-garde products thanks to determinedefforts in research and development, together with the tremendous commercialand industrial potential of many of the companies operating in this sector.Tile of Spain’s international advertising campaign will be kicking off in Julyand over the coming months will be featured in more than 50 design andarchitecture magazines in countries such as the USA, France, Germany, theUK, Russia and Italy. It will also act as the base image for other promotionalelements within the sector including collective presence at fairs, on postersand in catalogues, etc.AN INTERNATIONALLY ACCLAIMEDAGENCYFounded in 1993 by David Ruiz and Marina Company and based inBarcelona, “ruiz + company” is made up of a group of copywriters,art directors and graphic designers, specialised in the creation ofinnovative concepts and codes for brands and trademarks.They work in a number of areas including corporate identity, advertising,packaging and broadcast design. They have created campaignsfor numerous companies and organisations, including Barcelona CityCouncil, Camper, Levi’s, Ocean, Martini, Hewlett Packard, Palau de laMúsica Catalana, Chocolat Factory, Base, Dewar’s White Label,Damm, Canal+, TV3, Volkswagen and Cruz Verde.They have received more than 80 national and internationalawards, a few of which are listed below:- Clio Award for Graphic Design. USA.- 4 Golds at the Clio International Festival. USA- 3 Silvers at the Clio International Festival. USA- Art Director’s Club of New York Gold Medal.- Gold Cup at the London Advertising International Awards.- Gold Lion Award at Cannes International Festival.- One Show Selection. USA- 5 Red Dot Awards for Communication Design. Essen,Germany.- Best of the Best Red Dot Awards for CommunicationDesign. Essen, Germany.- Fab Award for Packaging. London.- 2 Certificates of Excellence in Communication Arts. USA- 3 Golds for Best Pack. Spain.- Gran Prix Award for Graphic Design at the San SebastianAdvertising Festival. Spain- Golden Sun Award at the San Sebastian AdvertisingFestival. Spain- Silver Sun Award at the San Sebastian Advertising Festival.Spain- 16 bronze Laus Awards.- 9 silver Laus Awards.- 5 gold Laus Awards.CERASPAÑA019