The 2026 National Creativity Awards, organized by the Creativity Club, have already announced their winners. In the Content section, 10 metals have been awarded, among which 2 Golds stand out, both of which went to “Sosegá”, the LLYC and Little Spain campaign for Cervezas Alhambra, awarded in this category for the quality of its audiovisual and sound content. This work has been recognized at the festival with a total of 7 metals among the distinguished candidates, thus positioning itself as the best advertising campaign by volume and value of the awards won.

According to the participation bases published by the c de c, the Content section considers those contents produced or co-produced by a brand and distributed outside the traditional advertising space. Creativity, strategy and production quality are recognized and their contribution to the construction of their own or earned audiences in their own or existing media and channels.

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Gold Recognitions in the Content section

“Sosegá”, by LLYC for Cervezas Alhambra

Cervezas Alhambra commemorated its centenary with “Sosegá, the palo without haste”, an initiative with which it brought its brand territory, that of life without haste, to the cultural field through the creation of a new flamenco palo. Devised by the LLYC agency and produced by Little Spain, the proposal connected directly with Granada, the origin of the brand, paying homage to its way of understanding time, culture and daily life.

The campaign started from the idea of ​​equating the beer-making process with that of flamenco, where time is an essential element both in the fermentation and in the construction of each musical style. From that connection a composition emerged that vindicated the link between brand and territory, and proposed a contemporary reading of cultural heritage, aligned with the values ​​of contemplation and pause that Alhambra has been working on in its communication for years.

To shape “Sosegá”, the brand brought together some of the most recognized figures in flamenco, including Carmen Linares, Arcángel and Kiki Morente, along with guitarists, dancers and percussionists, all under the direction of producer Javier Limón. The result was a musical theme of almost 9 minutes that introduces unusual elements in the genre, such as the absence of a punch line, reinforcing its experimental nature and its intention to open new avenues within tradition.

Beyond the musical piece, the campaign was expanded through a documentary that captured the creative process with an intimate look at the artists and the environment of Granada, as well as through digital content that broke down the different phases of the project. This audiovisual dimension reinforced the cultural story of the initiative, providing depth and context to a proposal that sought to transcend advertising.

The activation also included actions on social networks and an experiential extension with “Cápsula Alhambra”, a traveling event format through different cities that condensed the history and philosophy of the brand in a sensory experience. All of this connected with the product -especially with Alhambra Reserva 1925- and with the idea that “one creation made without haste inspires another.”

With “Sosegá”, Cervezas Alhambra celebrated its anniversary and proposed a long-term strategy aimed at consolidating its positioning around culture and time. The brand also opened the door for other artists to reinterpret the palo in the future, seeking for the initiative to transcend the campaign and integrate organically into the flamenco ecosystem.

The campaign has been recognized with a total of 7 medals in this edition of the National Creativity Awards, among which these Golds in Content stand out, for its audiovisual and sound display, as well as a Gold in Craft, for its Sound and music. It thus becomes one of the most awarded campaigns along with “Cuarta Catalana”, by Fuego Camina Conmigo for Jumpers.
Cervezas Alhambra is also among the group of advertising companies that currently lead Spanish creativity, along with Banco Sabadell, Movistar, Jumpers and Netflix, which stand out in this edition of the contest for the advertising proposals offered to the market.
For its part, LLYC, thanks to this and other campaigns, appears together with Oriol Villar, Fuego Camina Conmigo, Ogilvy, VML The Cocktail, among the agencies that have achieved the best performance in this edition of the festival and that currently stand out for their creative proposals to the market.

The “Sosegá” project was also recognized at the BCMA awards last year as Best Branded Content, in addition to winning the awards for Best Audiovisual Branded Content and Best Innovation Project. The jury especially valued its ability to convert the brand territory into a relevant cultural proposal, aligning strategy, creativity and innovation in an execution that transcends the traditional advertising format.

But beyond creative recognition, the campaign also stood out for its impact on business and communication, meeting the objectives of strengthening the connection with Granada and expanding its visibility at the national level. The initiative reached a cumulative audience of 450 million, generated a PR Value of 5.3 million and exceeded 300 media impacts, according to data provided by the agency, consolidating itself as a case of branded content capable of combining brand building and tangible results.

The winners of the Content category have also had a total of 3 Silvers in this edition of the National Creativity Awards, distributed among brands such as Jumpers, Vicio and the Ministry of Equality.