TOOLS `R` TOYS

A TOOLS & TOYS STORY

Tools are toys. This is not new. They always have been. For my father, in the 80s, they were the Black & Decker and a calculator with paper roll. Maybe also a Casio calculator wristwatch that also fascinated me and I got to proudly wear to school. They were toys. They are toys. They were for him and they are for me. They are for everyone. This tool I'm writing with, after any paperback book, has always been mine. I went from the Atari to pressing ‘Load ""‘, and a world opened up. A toy. A tool. To work, but also to take me where I wanted: to dream, have fun, create –suffer– and most importantly, to play. Honestly, I think I've never worked. With this toy I'm writing with, I worked and played with my Football Club's brand, my university's, and created brands for cities in Spain and Latin America, for autonomous communities, banks, telcos, foundations, media, schools, utilities, industry, professional services...

But the toy expands. Today, at 50, my mobile phone is like that Spectrum 48k. Today ("Ok, boomer"), I send emoticons in work chat, I book trips and I have my life so embedded here that I don't even know where I have it. Today, at 50, I move around the city on an electric scooter. Everything is toys. The mobile phone, the electric scooter, the laptop, the pleasure flight with friends or the work flight of pleasure with friends. Our lifestyle has become our favourite hobby. And, since we're all playing, we want it to keep working.

We set out to create something new in the whole world.

NIUVO™. NUEVO. NEW. NOUVEAU

At 50 years old, when we thought that "nel mezzo del cammin" was already quite far behind, we created Niuvo™ ("Nuevo", "New", “Nouveau"). A new brand. A new sensation. A new experience. A new global category in insurance.

Niuvo™ is a new standard born to cover the global need for a specialist brand in those little things that guarantee our lifestyle. It's born as a transformation brand within the sector and as a legacy to new generations created practically from a generation –that of most of the founders (Generation X) – that was the one that discovered gadgets. What makes our purpose universal rather than just our own aspiration for transcendence.

Names reinvent worlds. They create new paradigms. From freshness after the shower, to "Health" (Sanex). From the telephone (Telefónica) to mobile (Movistar). From Mary Ann Evans to George Eliot. From "old" insurance, to "Niuvo". And the new is full of our own personal rythm.

We bet on creating the future from that own vision.

ORPHEUS. THE rythm THAT MOVES US.

Like Orpheus, I've let myself be moved by the lyre. And the lyre has led me to be inspired by the records I've heard, the music that has transported us and the rythm of our entire life. Niuvo is rythm.

At Niuvo we celebrate constant movement, we embrace transformation and we put the accent on change. We are “Mobiles, Insurance and Rock&Roll". We have invested in movement, in novelty, in groove, in change, in life. We have invested in this new crazy rythm that directs the world we live in. We have invested in freedom at a click, in the possibility of turning on or off, in always offering a quick and efficient response to the customer wherever they are. We have invested in creating amazing competitive advantages, in being (re)responsible with the environment, in ensuring the end customer can upgrade with a click just when their life needs it. Now!

I have the feeling that I'm creating something new at 50 years old, in a garage and that's priceless. Above all, because after everything I had done, I couldn't care less about doing it. But it's beautiful to feel that almost all of us who are here already feel younger than we've probably ever been. We want everyone to feel it.

TURN ON, TUNE IN, DROP OUT

Here we go. And if we change tomorrow, don't be surprised. We are Niuvo™. We are "new". We have to be the rythm. We have to be the Music. We have to be inexhaustible. We have to discover everything we are and everything we can be. And the path that opens up is exciting: a blank canvas that will never be finished.

Like Orpheus, I want to be able to turn around and look. To be capable of seeing and conveying all that movement, all that rythm that has made us arrive here as a society. Personally, I dream of rejecting unwritten laws in the sector, and of driving creativity in it. I dream of revisiting eras, styles, movements, making monographs, resurrecting fanzines, recovering legacies and creating retrospectives to celebrate it. I dream of collaborating with emerging artists from all arts, from all over the world. And of promoting them.

I dream of painting walls, taking over the street, developing people, creative visions of all kinds; participating in everything that moves. We can do almost anything if we imagine it. Our vital rythm –that one that is guaranteed by those small tools that have been moving us and move us all every day - deserves a legacy. Let's leave it together. All over the world. Tools are toys. Yesterday, my Walkman. Today, my mobile phone. Yesterday, my Spectrum 48k. Today, my MacBook. Yesterday, my California bicycle. Today, my electric scooter. Yesterday, travel insurance as protection. Today, as freedom. Yesterday, insurance as commodity. Today, Niuvo: novelty, movement, life, change, sustainability, rythm, own choice, second youth...

Let's demonstrate as a society that we're alive. That our own movement moves us. That we deserve a new insurance standard that shows that our new vital rythm has burst in to stay. That tools are toys. That we want to keep playing...

Let the Music Play.

This article has been Produced, Arranged, Performed and Composed by Niuvo™ for Life's rythm