The 2026 National Creativity Awards, organized by the Creativity Club, have already revealed their winners and in the Media section, 7 metals have been awarded – divided between one Gold, three Silvers and three Bronzes – for brands such as Banco Sabadell, Jumpers, Movistar and Netflix.

The Media section, as reported by the c de c, recognizes the creative use of media. Value those ideas that take into account the context and strategy in the choice of medium and contribute to spreading the brands’ message, changing consumer perceptions or behaviors.

>> See Interactive Reports of c de c 2026

Banco Sabadell advertising, Gold in Media

The hostile takeover launched by BBVA in May 2024 to acquire Banco Sabadell failed, after many negotiations, in October 2025. In between, there was an exchange of messages and campaigns that will go down in the history of the Spanish advertising industry. Thus, throughout 2025, a communication strategy was articulated aimed at moving its rejection of the OPA beyond the financial sphere, seeking to generate a social and emotional conversation around the right to decide. Under the concept of “How to survive a hostile takeover”, the entity built, together with the Oriol Villar agency, a story in which it positioned itself as a close brand in the face of a large corporation, using creativity as a pedagogical tool to explain the implications of the operation and strengthen its bond with shareholders, clients and society.

The strategy, which included media planning by the Dentsu The launch coincided in time with the analyzes of the National Markets and Competition Commission (CNMC) on the implications of the operation.

Later, “Dotting the Is” was launched, a campaign that used direct and rational language to detail the implications of the hostile takeover. With a minimalist visual approach, focused on the typographic use of dots, the pieces emphasized key concepts such as market concentration or the impact on SMEs and the self-employed, reinforcing the bank’s positioning from the clarity of the argument.

The strategy continued with “What do we do with the dragon?”, on the occasion of the Sant Jordi celebrations. Through irony, the campaign was based on the legend of Saint George, through which he ends up killing a dragon that spread terror in a town and devoured people. The bank thus launched the open question that gives the campaign its title, inviting the public to choose or imagine different options that would change the outcome of the story through a dedicated interactive landing page.

The alternative endings for the legend, which were metaphors for Sabadell’s rejection of the takeover bid, were presented with graphics illustrated by the artist Luis Coelho that saw the light of day on social networks and outdoor advertising. Thus, the dragon was illustrated writing “People don’t eat each other” a thousand times on a blackboard, holding books with his arms crossed or hugging a rocket on the way to outer space.

These endings for the “insatiable dragon”, as an allegory of BBVA, were also presented in a corranda, or Catalan popular song, in the form of a fable performed by artists such as Manu Guix, Paula Malia, Octavi Pujades or Carol Rovira, among others.
Additionally, the dragon graphics were inserted in the press, turning the main headlines into a “Choose Your Own Adventure” style story with four consecutive pages.

In the final stretch of the process, the entity launched “Notaria”, an advertising short that transferred the conflict to the business field through a fictional story. The piece shows how a family company reconsiders its sale after finding an alternative for growth in Sabadell, thus reinforcing the central message of the platform and closing the year with an emotional narrative that connected strategy, business and brand positioning.

Banco Sabadell, which in total has obtained 10 metals at the festival, is part of the group of advertising companies that currently lead Spanish creativity, along with Cervezas Alhambra, Movistar, Jumpers and Netflix, which stand out in this edition of the contest for the advertising proposals offered to the market.
For its part, Oriol Villar has achieved a total of 20 awards, including the Grand Prize, which makes it the most recognized advertising company in this edition of the contest and is part of the group of agencies that currently stand out for their proposals along with LLYC, Fuego Camina Conmigo, Ogilvy and VML The Cocktail. It is, on the other hand, one of the advertising companies with the most awarded client portfolio, having collected awards for three different brands such as Banco Sabadell, Estrella Damm and Movistar.

The recognitions collected by Banco Sabadell in the National Creativity Awards predict a successful advertising course for the entity, which already has the Great Innovation Genius Prize 2026, awarded last March for the “Dots on the i’s” campaign.

Silver Media Winners

Below, we collect the three campaigns that have been awarded Silver in this edition of the National Creativity Awards:

“Cuarta Catalana”, by Fuego Camina Conmigo for Jumpers

Jumpers took advantage of the emergence of Ibai Llanos in the Catalan Football Fourth Division, through the Ronin FC team, to activate a reverse sponsorship strategy with Fuego Camina Conmigo. Thus, instead of linking directly to the streamer’s club, the protagonist of the media focus, the Apex group brand chose to support its rivals. In this way, it multiplied its visibility by sponsoring several teams that would face the Ibai Llanos team and capitalizing on the interest around the competition from an alternative position.

With presence in kits, advertising media and content on networks, the strategy converted a situation of inequality, derived from the capacity in attraction and resources of the content creator’s project, into a brand narrative that redistributed attention and notoriety. The initiative exceeded 121 million impressions and achieved the support of creators such as ElXokas, thus redefining the value of sponsorship in amateur and local football.

“Cuarta Catalana” has achieved 7 awards in this edition of the festival, including a Gold in Ideas and another Gold in Craft, within the subcategory of Experience in events and sponsorships. That’s right, along with “Sosegá” (from LLYC for Cervezas Alhambra), one of the most awarded campaigns by the Jury this year.
For its part, Jumpers is part of the group of advertising companies that currently lead Spanish creativity, along with Banco Sabadell, Cervezas Alhambra, Movistar and Netflix, which stand out in this edition of the contest for the advertising proposals offered to the market. And the Fuego Camina Conmigo agency is among the most recognized agencies, with a total of 14 awards, being also the second with the most awarded client portfolio for having received metals for brands such as Jumpers, Olistic, What The Sleep or Xibeca (Grupo Damm).

“The best connections are forever”, by CyW for Netflix and Movistar

The strategy devised by the CyW agency for Movistar and Netflix has received a Silver in Media for the Creation of a medium or format. “The best connections are forever” was carried out within the framework of the promotion of the fifth and final season of the series “Stranger Things” and featured telecommunications boxes.

The Telefónica brand replaced 42 lids with others made of cast iron with an exclusive design inspired by the series, in 18 cities in Spain. The action was communicated with a spot directed by filmmaker Rodrigo Cortés, in which consumers were invited to take a photo next to the manholes and share it on Instagram with the hashtag “Stranger Things 5 ​​on Movistar” to enter the draw for a trip to London to attend the play “Stranger Things: The First Shadow.”

This campaign has collected a total of 4 awards in the contest, among which this Gold in Ideas stands out. For their part, Movistar and Netflix are part of the group of advertising companies that currently lead Spanish creativity, along with Banco Sabadell, Cervezas Alhambra and Jumpers, which stand out in this edition of the contest for the advertising proposals offered to the market.

“Discounts on bibs”, by McCann and McCann Content Studios for Trainline

As part of the renewal of its sponsorship agreement with Real Betis Balompié, Trainline launched a strategy, together with McCann and McCann Content Studios, that linked the presence of its logo on the Andalusian club’s kit to discounts for the purchase of tickets on its platform.

The initiative invited fans to identify the brand logo, take a photograph and share it on social networks along with the percentage symbol and tagging the transport company. In this way, the players’ numbers became the percentage discount when purchasing tickets.
With this, at a strategic level, the brand gained visibility and strengthened its link with sport; and on a tactical level, it promoted visits to its website for the purchase of train tickets.

In addition to this Silver in Media, the campaign has also received a Bronze in the Ideas category. It will also have a mention in the Creativity Yearbook for its Strategy, in the Low Budget section.