The exhibition “The best ideas of our lives” took place at the Matadero in Madrid during the city’s Noche en Blanco (“White Night”) on September 19th, between 9pm and 3am. The exhibition included various spaces among which was a hall conditioned for the occasion with projections of the best creative ideas of these past ten years. The videos showed the creative development of Spanish advertising campaigns such as Ikea’s “Donde caben dos caben tres” (“Where there’s room for two, there’s room for three”), Coca-Cola’s “What would the oldest man in the world say to a new-born baby?”, or ONCE’s “Money entered my life” lottery promo.
There was also a creative space where visitors were confronted with a blank sheet of paper, on which they could write and draw the best idea of their life, while showing off their creativity. The author was then photographed with his or her idea. The room was decorated with about ten panels with ideas, photographed with their authors.
The result of uniting the ideas of all participants can be seen in the website Club de Creativos (Creatives Club), during the following three months.