This Sant Jordi, in IMAGINA, We didn’t want to tell the same old story.. We wanted to entertain, surprise and, above all, connect. And we did it through a very special protagonist: a dragon. But not just any dragon…
A dragon with a lot of imagination
Our video began by presenting a mythical, majestic being, with shiny scales and an enormous enthusiasm for Sant Jordi. But there was one big little problem: it was invisible.
On a day full of books, roses, authors, princesses and knights…no one realized there was a dragon in the crowd. Because, in the midst of so many stories already told, it is difficult to see a new one.
but If this dragon has something, it is imagineation. Where others see obstacles, he sees opportunities. And like a good creative dragon, he decided to do something different to stop being invisible.
Hugs… by bookmark
With cardboard, markers, a big smile and a lot of enthusiasm, the dragon created bookmarks full of affection. And so his action began: for every hug he received, he gave a bookmark.
And then something magical happened. One person came up, hugged him and received a bookmark… Then another. And another one. And with each hug, the dragon grew a little more visible.
People smiled, shared the moment, let themselves be surprised. In the midst of so many stories, a new one was born. One that spoke of connection, of emotion, of closeness.
The magic of connecting
This campaign has reminded us that, in a world full of noise and constant stimuli, It is not always who shouts the loudest that stands out, but who better connect. And that is where the true magic of creativity lies: knowing how to listen, excite, entertain and touch people’s hearts.
In IMAGINA, we believe in the power of ideas that come from the heart and reach the heart. And this Sant Jordi, we live it intensely, hand in hand (and hugs) with our beloved invisible dragon.
