Today begins the third day of this festival of ideas, proposals, excitement, energy, competition. As I write these lines, a presentation of Manchester United begins, with the legendary Sir Bobby Charlton as the special guest. They share with us all that this spectacular sports club has done to turn their brand into a worldwide success, with 100 million viewers following them every week.
It’s a creative explosion and a personal implosion that opens up spaces for more and better, to revolutionize and rebel, to bust the status quo and particularly focus on connecting and igniting us with the idea that it’s all about relationships. And for this, the basis is essentially emotional. Simple. In fact, last night at the presentation of the first lions won for Promo y Directo, nothing was clearer: the ideas that best connected and brought brands and people closer together triumphed. Just as Manchester United does, because wherever soccer is played, the Manchester United brand is honored.
In this context, one of the most followed and appreciated events has to do with young creatives, and for this reason, these photographs connect us with what will happen starting tomorrow Wednesday at 5 PM, when Paula and Carlos will receive a brief, a Nokia phone to record the video, a computer and 48 hours to bring a 30-second commercial finished and ready to win the other 19 that the other duos will present.

The mural for this competition is the largest in the exhibit halls, and there in a small spot is a Costa Rican flag. It is a first and small beginning of our presence on this world stage. We are here as pioneers, just as others have come in the past. Today, however, we intend to leave the gap open for the settlers to come later, to stay and establish themselves as full-fledged protagonists in this difficult and fierce arena of creative competition.
And well, while you’re here, dedicate 4 minutes to this video.