The State Agency for Tax Administration has awarded Madresanta the creative work for its new tax compliance campaign for 415,000 euros. The concept 'With your taxes, you change everything' places the taxpayer at the centre of the message.
The State Agency for Tax Administration has launched a new campaign on fulfilling tax obligations. According to reasonwhy.es, the creativity, design, and production of the project have been awarded to the agency Madresanta for an amount of 415,000 euros.
A total of 17 agencies submitted proposals for the competition called by the Tax Agency. Madresanta's proposal received the highest technical evaluation and secured the contract.
The chosen concept is “With your taxes, you change everything” and aims to convey to citizens the impact their individual contribution has on the services and resources enjoyed by society as a whole. The campaign continues the narrative built over the past years around the social value of taxes, although it shifts the perspective: this time, the focus is on each taxpayer and the relationship between their contribution and what happens around them.
The communication takes a positive approach to tax contribution and the role of public services, with a tone of closeness and support from the Tax Agency.
“The challenge was to continue building on a territory that already works, but finding a real evolution. We wanted to acknowledge the active role of the citizen and remind that behind every service, every opportunity, and every advancement, there is an individual decision that contributes to making it possible,” explain Madresanta in a statement.
The audiovisual production has been handled by Jakiens, with Uri Segarra as the director and Roger Llonch in charge of photography. The original music has been specifically created for the campaign by Dani Belenguer, who also appears as the singer.
The campaign will be present on television with pieces of 45, 20, and 10 seconds, as well as versions for social media, a radio spot, and graphic campaign.
Madresanta was founded in 2020 by Lucas Gracia Bonet and Carmen Ibáñez Boronat. The agency defines itself as a collaborative creative hub that forms specific teams for each project. Throughout its trajectory, it has worked for institutions and brands such as the Spanish Agency for Medicines and Health Products (AEMPS), D.O.Ca Rioja, OIVE, Scalpers, Uber, and OCU.
The new strategy represents an evolution from previous campaigns: while those explained the purpose of taxes from a collective perspective, the new proposal emphasises each person's ability to participate in that common outcome.
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