Vamos donde vas

With this new concept, McCann rewon the brand Mapfre (insurance company)
and won the global brand after a very long and hot (it was summer) pitch.

With this new concept, McCann rewon
the brand Mapfre (insurance company)
and won the global brand after a very
long and hot (it was summer) pitch.

With this new concept, McCann rewon the brand Mapfre (insurance company)
and won the global brand after a very long and hot (it was summer) pitch.

Agency

Agency

Agency

McCann Madrid

McCann Madrid

McCann Madrid

Client

Client

Client

Mapfre

Mapfre

Mapfre

Roles

Roles

Roles

Creative Art Director

Creative Copywritter

Creative Art Director

Creative Copywritter

Creative Art Director

Creative Copywritter

Date

Date

Date

2026

2026

2026

Brief

Brief

Demonstrate that Mapfre
is not only there to protect people,
but also to empower and encourage
them AND make the brand look younger.

Demonstrate that Mapfre
is not only there to protect people,
but also to empower and encourage
them AND make the brand look younger.

Starter Point

Starter Point

People are more likely to make bold
decisions and take important steps
in their lives when they know someone
will be there throughout the entire journey.

People are more likely to make bold
decisions and take important steps
in their lives when they know someone
will be there throughout the entire journey.

Brief

Demonstrate that Mapfre
is not only there to protect people,
but also to empower and encourage
them AND make the brand look younger.

Starter Point

People are more likely to make bold
decisions and take important steps
in their lives when they know someone
will be there throughout the entire journey.

Idea

Idea

Vamos donde vas. At Mapfre,
we go where you go. We don’t just

protect your path, we walk it with you.

Vamos donde vas. At Mapfre,
we go where you go. We don’t just

protect your path, we walk it with you.

Idea

Vamos donde vas. At Mapfre,
we go where you go. We don’t just

protect your path, we walk it with you.

60"

60"

60"

Print 01

Art Creative Director

Blanca Oriz (head of art)

Macarena Paniagua


Copywriter

Ander Mendivil

Marta Pacheco

ECD

Jaime Azurmendi

CCO

Eoin Sherry

Creative Art Directors

Creative Art Directors

Blanca Oriz (head of art)

Macarena Paniagua


Blanca Oriz (head of art)

Macarena Paniagua


Creative Copywriters

Creative Copywriters

Ander Mendivil
Marta Pacheco

Ander Mendivil
Marta Pacheco

Executive Creative Director

ECD

Jaime Azurmendi

Jaime Azurmendi

Chief Creative Officer

CCO

Eoin Sherry

Eoin Sherry