A century, told forward.

Telefónica was turning 100. The corporate brand had lost affinity with B2C, with Movistar and other submarks covering each audience. The centenary was the opportunity to reconnect it with society, more as presence than as service. We ran the risk of a museum-birthday, one that wouldn't rejuvenate or bring the brand closer.

The strategy had to act as a springboard, not as a rear-view mirror. The centenary as a launch platform toward the future.

The concept that emerged was Imaginémonos (nothing more human than imagination). Telefónica's role was never to facilitate technology, but to amplify what people could become and do with it.

Imaginémonos carried the brand through a centenary that began being celebrated in December 2023 and ended in 2025. Events, sponsorships and assets aligned behind a single narrative. Telefónica emerged from year 100 defined by its role as a driver of society and the future, reconnecting with Spanish society.