The Health section, which debuted in the 2025 edition of the National Creativity Awards, has not awarded any Gold in its second year in the contest organized by the Creativity Club. In total the jury has awarded 4 metals, divided between one Silver and three Bronzes.
Among the professionals who have evaluated the campaigns registered this year in the category are Ana Robledo (Marketing Director at Pikolin), Jesús Rasines (Chief Creative Officer at Havas Creative), Nuria Serrano (Independent strategic consultant) or Susana Pérez (Executive Creative Director at Proximity Madrid).

As stated in the festival’s rules, Health recognizes projects that creatively promote the improvement of health in society. Two approaches are contemplated: on the one hand, Health & Wellness, focused on proposals that improve health and well-being in a general or specific public; and, on the other, Pharma, focused on projects that respond to medical regulations and linked to professionals.
health or medical services.

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Health is the only category that has not awarded Golds this year, reflecting a decline in its performance. The figures are far from those obtained in the first year of the section, when 7 trophies were awarded, among which the Gold awarded to “Impulse”, by Cheil Spain for Samsung, stood out, which is now left without a witness. Similarly, Health has experienced a drop in the number of finalist cases: 11 this time compared to 19 in 2025.

Health’s record in the National Creativity Awards this year contrasts with the trend set by the Spanish advertising industry in other competitions over recent years. Thus in El Sol, which introduced the Health category in its 2024 edition, Spain won a Grand Prize and three Golds in the year of the section’s debut as well as two Golds in 2025.
At Cannes Lions, whose Health and Pharma categories were established in 2014, our country’s creativity has won various awards in the last five editions:

• 2021: a Gold in Pharma, for “Tallk”, by Cheil Spain for Samsung
• 2022: a Bronze in Health for “The battle inside”, by Cheil Spain for CRIS against cancer
• 2023: a Bronze in Pharma for “Invisibles”, by VMLY&R Health for Biogen; and a Bronze in Health for “Zero Stigma”, by Mrs. Rushmore for ViiV Healthcare
• 2024: a Silver in Health for “Impulse”, by Cheil Spain for Samsung; and a Bronze in Health for “Adopt your allergies”, by MRM Madrid for Allegra
• 2025: a Silver in Health for “The Mind Guardian”, by Cheil Spain for Samsung; and a Bronze in Pharma for “Painvisible”, by VML Madrid for Aritium.

Festivals and awards at a national and international level have traditionally recognized Spanish creative solutions applied to the field of health and well-being. In this sense, Samsung has been one of the most notable brands for its performance in the Health category, which has usually recognized its creative application of technology within the framework of its “Technology with Purpose” platform.
Cheil Spain has also stood out as an agency in this section.

Precisely in the previous edition of the National Creativity Awards, Samsung was among the advertising companies that led Spanish creativity and that stood out in the contest for the advertising proposals offered to the market. He achieved six awards; However, on this occasion, it has only collected two Bronzes, one of them for “The Mind Guardian”, which was also awarded last year at Cannes Lions.

However, these trophies expand the brand’s solid history with its technological solutions designed to make people’s lives easier. Among them are “Impulse”, a kind of digital metronome for smartwatches designed for people with speech difficulties; “Unfear”, which allows us to minimize noises and sounds that may be annoying for people with autism thanks to AI; or “Tallk”, which helps ALS patients communicate through communication technology eye tracking. These initiatives have helped build the Samsung brand, as Alfonso Fernández, its former Marketing Director, pointed out during Cannes Lions Insiders, the event organized by reason.Why. “Beyond business, profitability and growth, this positions the brand’s technology as an ally to change lives”commented on the various developments launched on the market.

Health at the 2026 National Creativity Awards

This year’s jury awarded a Silver to “Anti-Murphy’s Law Toast”, created by MRM McCann and BBDO for the Brazilian probiotic brand Enterogermina.
The campaign used the famous Murphy’s Law and the unwritten rule that if dropped food spends less than five seconds on the floor it can be eaten again, to invite the public to reflect on intestinal health and remember the importance of maintaining a balanced flora.

And, as is customary in the health categories of awards and advertising festivals, a Samsung campaign with Cheil Spain has also been recognized by the jury. In this case, the “The Mind Guardian” initiative has obtained a Bronze in this category. It is a gamified application based on artificial intelligence that allows you to perform memory self-assessment tests with the intention of being able to detect possible signs of dementia and cognitive impairment. It is part of the “Technology with Purpose” platform that the brand has been working on for more than a decade.

For its part, “It’s a gif”, by VML The Cocktail – one of the agencies that has stood out the most at the festival – for Federópticos, and “Holy Could I”, by Piel Creative Studio for AbbVie and the Association of People Affected by Atopic Dermatitis, have each obtained a Bronze in Health. The first focuses on highlighting the brand’s progressive lenses through creativity that highlights visual quality and comfort. While the second focuses on showing the invisible suffering associated with severe atopic dermatitis through the creation of three hyperrealistic works that were exhibited in Madrid with real testimonies from patients.