It has not been held with the National Creativity Grand Prize, but it is one of the great winners of the awards granted by the Creativity Club This year. And is that “The cause of the accident that caused the fire” It has been made with a total of nine trophies in the contest, which makes it the most awarded campaign of this edition of the National Creativity Awards.

This is a short film designed for the promotion of talent and creativity of the Spanish audiovisual sector, created by the producer Canada and that it was the main piece of the “Spain, where talent ignites” campaign, Issued by the Agency The Social Vim Collective for Audiovisual from Spain, ICEX SPAIN EXPORT AND INVESTMENT PROGRAM.

The campaign has received a gold in the ideas section, and five others in Craft, in the subcategories of management and completion, art direction, direction of photography, writing and assembly. In addition, he has achieved two silvers, for his casting and direction of actors and their production direction; And also a bronze, for its sound and music.

The second most awarded campaign has been “The menu test”, of PS21, meme and medium sand for kfc. The fried chicken brand collaborated with Netflix to promote “the squid game” and created an immersive event presented by Ibai Llanos in which more than 400 people participated in a competition inspired by the series.
Thanks to this and other campaigns. PS21 and Meme are among the agencies that have achieved better performance in this edition of the festival and that currently stand out for their creative proposals.

>> See interactive reports of C of C 2025

It should be noted that the Canada producer He has excelled among the advertising companies awarded in this edition positioning himself, only behind the Lola Mullenlowe agency, as the second with the best performance in the contest after having collected a total of 12 awards, of which 9 have been for this campaign.
For its part, the ICEX It has entered the group of brands that are currently leading Spanish creativity with KFC, Cupra, Magnum and Samsung, which stand out in one more contest for the advertising proposals offered to the market.

The fears, doubts and anxieties of producing

“The cause of the accident that caused the fire” addresses the fears, doubts and anxieties that the director Marta finds during the production of a film. Reality and fiction are intertwined in a self -referential history in which the creative process is reflected and success in the audiovisual industry.
The piece stars the actress and screenwriter Berta Prieto and has the participation of the directors Ja Bayona and Albert Serra, and actresses and actors Karla Sofía Gascón, Barbara Lennie, Omar Ayuso and Miguel Herranz.

The campaign may have gone unnoticed by the advertising industry of our country, since its dissemination and visibility strategy has focused on the Professional circuit and the main ones specialized international markets. It was presented last September at the 72nd edition of the San Sebastián Film Festival, and has been present in competitions, awards and markets such as Mipcom 2024 of Cannes, at the end of October, or the American Film Market of Las Vegas, in November.

“The cause of the accident that caused the fire” is the main asset of the campaign, with which ICEX has tried to highlight nationally and internationally Talent, creativity, professionalism and excellence of the Spanish audiovisual industry. The intention of the entity has been to enhance its recognition and reputation seeking to favor the marketing of Spanish productions and thus increase the business opportunities of the sector.

“The commission demanded a very visual piece that had as a central theme creativity and creative talent”, Explains director Lope Serrano (Canada) regarding the short film.“We thought it was best to raise a conflict around the vulnerability inherent in the creative act, rather than a mere propaganda celebration of talent”He assures that the goal was to create something exciting, rhythmic and harmonious in formal terms, and that it was A look at the creative crisis and the fragility of the creators. But all this with a cheerful, uninhibited, experimental and fun perspective.

The “Spain, where talent ignites” campaign

Beyond the short film, the campaign “Spain, where talent ignites” wanted to put talent in the center of the message and strategy. Thus, it has also had a dedicated website in which it has been found additional contentas interviews with industry professionals, including Juan Diego Botto, Vicky Luengo, Isabel Coixet or Rodrigo Sorogoyen.

In addition, it was created A video gamealso called “the cause of the accident that caused the fire” and developed by Nokorpo It is a game in Runner format in which the user must guide the director through endless doubts, fears and concerns regarding the creative process.

The campaign has also had a Communication strategy In social networks and digital platforms, where the short film trailer or graphic pieces have been shared to promote it. In addition, “the cause of the accident that caused the fire” is available in some streaming services, such as Filmin.

Technical file

• CAMPAIGN: WHER TALENT IGNITES
• Advertiser: ICEX – Audiovisual From Spain
• Producer: Canada
  • Director: Lope Serrano
  • Script: Lope Serrano, Santi Ruffa, Davis Silis
  • Production Directorate: Alba Barneda
  • Executive production; Marta Argullós
  • Producer: Cristina Sánchez
  • Photography address: Dani F. Abelló
  • Production Manager: Dani Molina
  • First Director Assistant: Luis Casacuberta
  • Address Assistant: Santi Ruffa
  • Editor: Carlos Font
  • Production Design: Andrea Batlló
  • Costume design: Violet Cornella
  • Makeup: Javier Ceferino
  • Hairdressing: Alba Guillén
  • Choreography: Ángela Boix, Lorena Nogal
• Special effects: Félix Bergés – El Ranchito
• Sound study: Trafalgar 13
• Animation Study: Brut
• Colorist: Marc Morató – Metropolitana