Icex
CONOCE, CONECTA, CRECE
The power of music
ICEX had a real problem. They offered powerful tools to help Spanish businesses grow internationally but too few people knew about them, and even fewer were using them. The value was there but the message wasn’t landing.
So Little Spain, together with Espada y Santacruz, went back to something we know works. When information gets lost in the noise, music cuts through.
Flying Free
We’ve seen it before—with LaLiga, with RC Celta—and this time we did it again. We turned communication into a song. Not a jingle but an anthem.
We took Flying Free, a cult classic in Spanish popular culture by Pont Aeri, a track that unites generations, and rewrote it for a new purpose. Flying as a metaphor. Flying as ambition. Flying as leaving the nest. Flying as taking your business beyond borders.
Right tone is key
ICEX became an almost ethereal presence in the story: the force that helps you lift off, connect, and grow internationally. We modernized the song, adapted the lyrics, and built a campaign around it using humor, a carefully curated cast, and a tone that made something complex feel light, memorable and human.
The result was a pop-driven campaign that resonated. Media outlets echoed it widely, highlighting how ICEX had made a very bold but effective communication move.
For us, it confirmed something we deeply believe: music isn’t decoration—it’s strategy.