Agencia Regional De Recaudacion: THE REPORT THAT ATTRACTS MONEY by F33 Murcia for Agencia Regional De Recaudacion

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Agencia Regional De Recaudacion: THE REPORT THAT ATTRACTS MONEY

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Industry Business equipment & services
Media Design & Branding
Market Spain
Agency F33 Murcia
Released June 2011

Awards

Cannes Lions 2011
Design Lions Small Business - local or operating in a restricted area Silver

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Small Business - local or operating in a restricted area.
Advertiser/Client: AGENCIA REGIONAL DE RECAUDACIÓN
Product/Service: TAX COLLECTION AGENCY
Entrant Company: F33 Murcia, SPAIN
Design/Advertising Agency: F33 Murcia, SPAIN

F33 (F33)

Brief Explanation:
The project was based on the challenge of creating a memory that could reflect the work that the ARR performs for the city, and the benefits that the citizens have with its public revenue.
We should do it under a simple concept, friendly, and that minimizes the feeling of heaviness of a book on economic performance, which would be of very little interest for the reader.
Furthermore, we also had to make an issue that wouldn’t cause great complexity in production and cost, since the budget was rather limited.
Describe the brief from the client:
As every year, the Agencia de Recaudación de la Región de Murcia (ARR) (Tax Collection Agency of the Region of Murcia) publishes its Annual Report, in which there are reports of the tax administration of the Administración Regional, and the services and public management it provides.
The briefing emphasized greatly the importance that collecting “cent to cent” has for them, and that the citizen realizes that small amounts are those that make them achieve great things.
Description of how you arrived at the final design:
For this work we based on the idea of collecting and we considered the possibility of creating the only report capable of attracting money by itself. And that would prove by itself the work done by the ARR.
With all this we developed a concept “La memoria que recauda” (The Report that attracts money), and that with a simple magnet cover all those small amounts of money around would remain collected under it. This way we converted it in the only book capable of generating a collection effect.
Indication of how successful the outcome was in the market:
The notoriety generated has exceeded our expectations and those of ARR, as we are getting more and more requests from people they would not have, because those have a special interest in the edition – not its contents – and who want to receive a book simply because of the uniqueness of the proposal.

We ensured that each year both media agencies and government agencies wait with open arms and great anticipation for a book that passed before completely unnoticed.