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Industry Banking & Financial Services
Media Print, Magazine & Newspaper
Market Spain
Agency S Spain
Released November 2011

Credits & Description

Category: Art Direction
Agency: S

English Translation of Main Headlines


You can find the full conversation, together with those of Pep Guardiola & Fernando Trueba, Inocencio Arias & Loquillo, Luz Casal & Geraldine Chaplin, José Corbacho & Oriol Bohigas at

The full conservation at

Rojas Marcos, 68 years old, father of four, music, creative writing and jogging enthusiast. Doctor in Psychiatry. Estrella Morente, 31 years old, from Granada, mother of two, daughter of Enrique Morente and Aurora Carbonell. Flamenco Singer.

LUIS ROJAS MARCOS. When they ask me about the future, I like to look back. And every time I do it, I think that the future is going to be better than the present.
ESTRELLA MORENTE. We live very well but we are missing many important things which have been lost along the way and which we see when we look back. For me, now, my father. With him, a strange thing happened, which is that I cried much more before than afterwards.
L.R.M. In a way, you prepared yourself to face the tragedy you went through recently.
E.M. I enjoyed every word and every moment I spent with him. It was as if, having him beside me and sharing life with him, I was inheriting every moment, without waiting for him to go.
L.R.M. In the end, you get through it. You don’t forget but you get through it.
E.M. You heal.
L.R.M. That’s hope, isn’t it? Planning the future in a way that helps us to look forward to things again, knowing that, one day, we’re going to feel better, more secure. To dream again.
E.M. On dreams, I think it is very difficult to keep them up, so, if you are a person who can dream and make others dream... You have been touched by a magic wand. I think that dreams and happiness, or that which we understand to be happiness, should be sung about to share it with the whole world. And, if we can do that, we will have made people happier.
L.R.M. Much happier.
E.M. You never think that any moment in the past was better do you, Professor?
L.R.M. I’m going to ask you a question: Would you have liked to have been born one hundred or five hundred years ago? In general, we say that times past were better but we are always thinking about the future. When I ask that same question at, for example, a conference, only one or two people raise their hand. That’s strange, isn’t it?
E.M. Yes, it is.
L.R.M. We think about what we are going to do tomorrow, in the summer, when we retire or when our children grow up... The future defines us. If we didn’t think about it, we wouldn’t be who we are.
E.M. I think it would be better for us all to start to look at the future from the present, working on it every day. It would be a good way to sort out what we are dreaming of and organise it. We cannot always be dreaming about what is coming next. We have to think about the future but linked to the present, enjoying each moment of what you want to do: if it’s to eat, eat; if it’s to kiss someone, well, give them a kiss; if it’s doing something great, don’t hold back from doing it. If you want to make life laugh, make plans.
L.R.M. Make plans…
E.M. But not grand plans, invest in plans for the present so that each one achieves the future you wish for.
L.R.M. In part, I think that, as you have said, those plans originate from your daily work because, for example, if you think of yourself as an artist, as a person who represents art in such an extraordinary way, to get there, you had to work and practice a lot. Because you don’t get to where you are without practicing, isn’t that right?
E.M. Without effort, it’s impossible. In that respect, I think I have been privileged. Since I was young I’ve been fortunate enough to go to important places where you could feel the humanity, the greatness and the wisdom of the people who surrounded my father and my family. I have worked and talked with people like that about the future, about dreams... Mine were to one day sing on a stage and be able to give back what my family, my people and nature have given us...
L.R.M. A part of optimism is how you view the future. With hope, which also helps us to fight and to survive. So, when you find yourself in a difficult situation, if you think that you’re going to fight your way out of it, you will fight more than if you think that there is no solution, don’t you think?
E.M. Of course.
L.R.M. But optimism also has something to do with the way you live in the present, don’t you think?
E.M. That’s right.
L.R.M. I’m going to give you an example. The other day, I came home in a very bad mood. I went into my house and saw my youngest daughter with everything scattered across the floor—books, shoes... And I said: 'Does no-one in this house have any manners or any discipline?' My daughter is nineteen years old so she’s not a little girl.
E.M. She’s grown up…
L.R.M. On hearing me, my wife, whose name is Paola, came in, and at that moment I caught a whiff of something and I said, also grumpily: 'What’s that smell?' She replied: 'I’m making you paella.' Then I said: 'My mother made paella.' That’s bad, isn’t it? Imagine. And do you know how my wife explained it? 'Luis, you must have had a bad day at work.'
E.M. So wise!
L.R.M. An optimistic explanation, don’t you think? Because it’s not my fault, it’s my work. Tomorrow I’ll be in a good mood... When you look towards the future with hope, when you have, above all, positive memories of the past, when something goes wrong and you say, 'It will be ok in the end,' or it doesn’t affect you or you think that it was fate, you can say that you are a very optimistic person.
E.M. I couldn’t have put it better. I’ve never heard anyone explain what it is to be an optimist so well... Optimism is a good word, isn’t it?
L.R.M. Yes, it is. And when you are an optimist and you think that you are going to be happy in the future, hope appears. Trusting in the fact that what we think or we want will happen. I’m sure that, in general, in your life, you have had hope, isn’t that right?
E.M. Yes, I think that hope is a beautiful thing and should have a presence in all our projects and wishes. Because if the future or our tomorrow is in the hands of hopelessness... What would we have left?
L.R.M. The meaning of tomorrow is something which defines part of who we are. It is difficult not to think about the future. Hope is fundamental but you also have to plan for the future. To think about how we are going to solve our problems or how we are going to improve our life in general. How to plan the future or how we are going to organise ourselves now or what plan we are going to make to get to that future.
E.M. Making our own way, as the great poets used to say. The way is made by walking, going back to poetry, not just literature, but poetry which presents you a child’s smile, a flower, the little things... I also think that it’s important to be honest with yourself, because it’s a good incentive to be able to organise the future we are talking about. To build that positive structure to improve. There have always been times throughout history or life in which you think that this is the end but, suddenly, life remerges again in its place.
L.R.M. Because there is always uncertainty, not knowing what will happen, isn’t that true? I think that, in the past, people didn’t think about it. As they had no control over anything, they thought, 'Whatever God wills'. Nowadays, we think that God might help, if you believe in God, but mostly we are the ones that control our lives. It’s then, when something comes along that gives us that uncertainty of not knowing what is going to happen, which often happens when there is some kind of tragedy, something over which one has no control, don’t you think?
E.M. I completely agree. There’s a really good fandango, my father, Enrique, used to sing that goes like this: 'Because dying is natural, I don’t fear death, because dying is natural, I fear life more, because I don’t know where I’ll end up, with this head of mine.' Death is something natural, we know that there is death, that there is birth and that there is suffering, but not what life has in store for us...That is much more risky, although there is also a very nice part which is the risk and getting over the surprise of what’s to come.

— Estrella Morente

At Banco Sabadell we use all our experience with the best businesses to bring you a Personalised Future Plan which gives you the maximum return on your money. If you would like to have a conversation about your future with our specialists, come into your closest branch or call 902 323 000.


With the aim of promoting Banco Sabadell’s Customized Future Plans, the entity invited 10 personalities to talk about the future: about previous years, fulfilled dreams, ongoing issues, long-term relationships, foresight, tranquility, experience and wisdom.

Among themselves, the flamenco singer, Estrella Morente, and the internationally renowned psychiatrist, Luis Rojas Marcos.

This print summarizes the content of their conversation along with the illustrations by M. Yamazaki.