Creativity as a strategic lever to grow businesses is a trait that identifies the brands that have stood out in the 2026 National Creativity Awards. Movistar, Banco Sabadell, Jumpers, Cervezas Alhambra and Netflix have positioned themselves as the best performers in this edition of the contest and, therefore, currently lead the creativity of the Spanish advertising industry.

The awards given by the Creativity Club have reaffirmed the usual prominence of some of the aforementioned brands in the festival circuits, such as Movistar, Jumpers or Netflix; while they have recovered the presence of others, such as Banco Sabadell or Cervezas Alhambra.
The works for which they have been recognized reflect how a solid commitment to ideas and innovation translates into creativity capable of generating notoriety, building connection and activating community.

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Movistar, Banco Sabadell, Jumpers, Cervezas Alhambra and Netflix are both the most awarded in this edition of the festival, as well as those with the highest honors based on the value of the metals collected. In this sense, Movistar heads the list by number of awards, with 12 trophies; followed by Banco Sabadell, with 10 awards, and Jumpers, with 8 awards.
Regarding the value of metals, Banco Sabadell stands out having won the National Grand Prize for Creativity and four Golds, as does Cervezas Alhambra with three Golds.

Movistar stands out with its new positioning

With works that propose a new stage of communication anchored in purpose and that inspire the creative use of media to create community, Movistar closes its time in the Creativity Club competition with 12 awards, divided between two Golds, six Silvers and four Bronzes. In addition, it has achieved 7 mentions in the Creativity Yearbook.

The metals collected by the Telefónica brand are distributed among four different campaigns. The most notable, considering both the number of trophies and their value, has been “The best connections are forever”, which has collected 4 awards, including a Gold in Ideas. It was designed by the creative agency CyW and launched in collaboration with Netflix on the occasion of the premiere of the fifth and final season of the series “Stranger Things”.

It consisted of replacing 42 telecommunications chests 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 and consumers were invited to take a photo next to the tapas and share it on Instagram to enter the draw for a trip to London and attend the play “Stranger Things: The First Shadow.”

With the same number of metals, “Maruxa” has also contributed to Movistar’s record of achievements. This is the main spot of the brand’s new positioning, “It’s for everyone”, which the company launched in September of last year to highlight the role it plays in people’s lives and convey their willingness to work every day to guarantee safe and reliable communication.
The campaign has stood out with a Silver in Ideas and two Silvers and a Bronze in Craft. It was designed by Oriol Villar, who has positioned himself this year as the most recognized agency at the festival, with 20 metals.

Movistar’s record also includes the three awards – one Gold and two Bronze in Craft – collected by “Huesos”, worked together with VML The Cocktail, which has stood out in this edition of the festival as the agency with the most awarded client portfolio. A letter, created by the writer and journalist Loreto Sesma, from a teenager to her friend with an Eating Disorder was the brand’s invitation to reflect on the impact of mobile devices and social networks on the physical and mental health of young people.

The telecommunications operator has also been recognized by “Vidriera” with a Silver in Craft for its Art Direction. The action, also designed by VML The Cocktail, converted outdoor advertising supports into stained glass windows on the occasion of the celebration of the UEFA Europa League final in Bilbao, under the motto “San Mamés, cathedral of European football”.

Banco Sabadell’s resistance advertising

Although Banco Sabdell’s advertising has been inspiring the industry for some time, with platforms such as “Conversations” or “Stories of Money”, the strategy deployed last year in the face of the hostile takeover process launched by BBVA has once again given prominence to the company on the festival circuit. The work is an example of how communication can influence business decision-making, society and define the direction of a corporate movement.

Banco Sabadell has achieved 10 trophies in this list, including the Grand Prize, and most of them correspond to the strategy devised by Oriol Villar in response to the takeover bid. It is not the most awarded brand, but the quality of the metals received places it among the best performers. Specifically, “How to survive a hostile takeover”, which brings together the different actions launched to confront the operation, is the campaign that has made the entity stand out the most in this edition of the awards and the one that has won the highest recognition of the contest.

The strategy started with the platform “Choosing is your power”, aimed at highlighting banking competition and the importance of having adequate financial support. Its launch coincided with the analysis of the operation by the CNMC. From there, the proposal has been made up of campaigns such as “The dots on the i’s”, which used popular expression to clearly highlight the different implications of the hostile takeover bid and Sabadell’s position of rejection in this regard. Also released was “What do we do with the dragon?”, which took the legend of Saint George and the insatiable dragon as a metaphor to invite the public to choose or imagine different options that would change the outcome of the story. And “Notary”, a highly emotional advertising short with which the company once again expressed its position regarding the operation with the story of a small company that rejects its purchase by a multinational.

With all of them, the brand has been able to create a social and emotional conversation, appealing to the involvement of both shareholders and other interested parties and their ability to decide on the future of the entity. Under a “David versus Goliath” approach, it has presented itself as a close and identifiable brand, with a local character and humanist philosophy and has highlighted its value as an independent entity, resulting in the failure of the hostile takeover bid in October 2025.

The creative consolidation of Jumpers

Over the last few years, thanks to the successes achieved in the National Creativity Awards or the Efficiency Awards, the market has validated Jumpers’ creative proposal. The Apex Group brand has developed a consistent and unapologetic strategy supported by the truth of the product, which has allowed it to work on differentiation and the relationship with its community from authenticity.

Jumpers has won 8 awards, of which 7 have gone to “Cuarta Catalana”. This campaign has obtained, among others, a Gold in Ideas and another Gold in Craft, within the subcategory of Experience in events and sponsorships. It was carried out by Fuego Camina Conmigo, which has positioned itself as the second most awarded advertising company in this edition of the contest and one of the agencies with the most recognized client portfolio.

With the campaign, Jumpers took advantage of the emergence of Ronin FC, the team promoted by Ibai Llanos, to activate a reverse sponsorship strategy in the Catalan Fourth Division. Instead of linking himself directly to the media focus of the new club, he supported several of his rivals. With this, he turned a situation of inequality, marked by the attractiveness and resources of the Ibai project, into a brand narrative that redistributed attention and notoriety. With presence on kits, advertising media and content on networks, Jumpers amplified the phenomenon to exceed 121 million impressions and achieve organic support from creators such as ElXokas, thus redefining the value of sponsorship in amateur football.

The other trophy collected this year by Jumpers is a Bronze in Content for the “International Waters” campaign, also designed by Fuego Camina Conmigo. That action was carried out in collaboration with the creator Mr. Cheeto and established a game with a rival brand, Cheetos. It involved the alleged removal of an advertising banner due to a complaint and its transfer to international waters on a sailing ship in order to avoid possible infringements regarding unfair competition.

Alhambra Beers and their commitment to music

Cervezas Alhambra has burst into the National Creativity Awards this year with a proposal that has combined the essence of its brand with the identifying features of its origins and with music and art. The brewery has achieved 7 metals, including a Gold in Craft and two in Content, which have all been delivered to “Sosegá”.

The campaign was devised by the LLYC agency which, thanks to this and other campaigns, appears together with Oriol Villar, Fuego Camina Conmigo, Ogilvy and VML The Cocktail, among the agencies that have achieved the best performance in this edition of the festival and currently stand out for their creative proposals to the market.
“Sosegá” has also included the work of the production company Little Spain and the musical studio Casa Limón.

The campaign celebrated the centenary of Cervezas Alhambra and transferred its usual territory, that of leisurely life, to the cultural field through the creation of a new flamenco style inspired by Granada. He brought together leading flamenco figures to give shape to a composition that introduced unusual elements in the genre, such as the absence of a punchline, reinforcing the differential character of the brand and articulating both a tribute to the city and a way of understanding time from contemplation.

Netflix stands out with its local focus

He has become a regular name on the awards and festival circuit over the last few years. The streaming platform, which in 2025 celebrated a decade operating in our country, has gained a niche in the market with strategic creativity that has given priority to local culture and the connecting power of the stories offered by its series and films.

The company has won 7 trophies in this edition of the National Creativity Awards, divided between one Gold, two Silvers and four Bronzes, to which are added 8 mentions in the Yearbook. Four of these awards have been collected together with Movistar for “The best connections are forever”, to promote the premiere of the final season of the series “Stranger Things”.

For this same reason, “From Madrid to the Upside Down” was launched, together with the Andtonic agency. The campaign took over the center of the capital with a series of experiential outdoor advertising activations aimed at connecting with fans of the story, but also to make it known to new audiences. Lights, statues, or shop windows served as support to promote the latest installment of the series, building a storytelling and an emotional journey through the universe of “Stranger Things.”

Within the framework of this strategy, “Happy 2026” was carried out, the sponsorship of the end-of-year Chimes clock at Puerta del Sol, an activation that. in itself. has been recognized at the festival with a Bronze in Innovation and in January of this year received the Grand Prize at the JCDecaux awards. The Netflix series was present at a key social and cultural moment by transferring its visual identity to the usual poster that congratulates the entire country on the new year.

Netflix has also been recognized for the promotion strategy of “The Atomic Shelter”, one of the original Spanish series that arrived on the platform last year. In line with the dystopian approach of the production, which was set in a bunker prepared to survive the end of the world, the strategy proposed by the agencies CyW and Jellyfish in the “Kimera: bunker for sale” campaign proposed the creation of Kimera Underground Park, a fictitious developer dedicated to selling luxury spaces in the shelter.