Every year in March, the CdeC (Spain's version of D&AD) celebrates the 'Dia C,' the main event for the Spanish advertising industry. It hosts creativity awards as well as lectures from local and international speakers. W+K CDs – and bonafide Spaniards – Carlos and Laura, were invited to speak. They write:

We had been invited to talk about our experience working overseas, so we thought that it would be a great opportunity to share with our colleagues a little of W+K philosophy and the way we do things here. We called it “Deconstructing W+K”.

We didn´t show any case studies or discuss any particular piece of work. Instead, we made quite an educational analysis on most of the wiedenisms (the sayings and philosophies W+K has adopted over the years), the idiosyncrasy of our creative process and the challenges and rewards of a ruthless commitment to creative excellence.

The take-out we wanted to leave behind was that the values that have made W+K one of the greatest agencies can really travel and be inspirational for those young and independent agencies starting up everywhere. As we said, “The best work of our lives” is not just a punchy line from a well-established and successful business, but a principle of work ethic that a small, independent agency chose 33 years ago and that any creative business in any small town of Spain can choose too. 

This edition of the 'Dia C' took place in Pamplona, Ernest Hemingway´s favourite Spanish town. And we dare to say that it's much tougher to stand in front of 500 creatives with a hangover than being chased by a herd of wild bulls. But thankfully, everything turned out pretty well and the audience praised how inspired they felt to embrace failure more often and to happily walk in a little bit more stupid every morning.