TVE 70 Years

TVE was celebrating its 70th anniversary in a somewhat fragmented media landscape, facing the clear challenge of remaining a key reference for news, culture, and society, while also connecting with new audiences.

The network commissioned us to create its 70th-anniversary campaign, handling everything from conceptualization to audiovisual production, with a dual goal: to celebrate its history and to refresh its image as an essential public service.

The challenge was to honor seven decades of television without falling into mere nostalgia. We needed to activate the shared memory of multiple generations, but with a contemporary, inclusive, and emotional tone, one that could also look toward the future.

We started from a very simple truth: TVE hasn’t just told the story of Spain it has been inside people’s homes, becoming part of our memories.

The campaign puts that connection at the center and brings it into the present through the adventure of a group of friends who decide to recreate the network’s entire archive, with nods to TVE’s future.

In this way, we merge archive with the present, legacy with what’s to come, in a narrative that speaks both to those who grew up with TVE and to those discovering it now.

The tone is emotional, fun, and human, avoiding a solemn tribute in favor of a celebration that feels close, recognizable, and alive.

The idea was brought to life in a large-format main piece, with adaptations for television, digital, and social media.

We combined archival footage with recreations of iconic moments such as the Moon landing, the legendary Un, dos, tres... responda otra vez, and the Benidorm Fest. With a script full of references and meticulously crafted production and art direction, we brought TVE’s archive to life, allowing past and present to coexist naturally.

The campaign rolled out across all the network’s channels and was integrated into high-visibility moments: Benidorm Fest, the Goya Awards Gala, and the program La Revuelta, where part of the piece was even filmed live.

More than a commemorative spot, the anniversary became a cross-platform story that reinforced pride in RTVE, refreshed its perception as a modern brand, and demonstrated that, 70 years later, it is still capable of creating memories alongside the public.