The Spanish advertising industry is driven by a series of brands that have made creativity a strategic lever to grow their business. Among them stand out KFC, Cupra, Magnum and Samsung, as the record of the Palmarés of the National Creativity Awards 2025in which they position themselves as the best performance in this edition of the festival.
They are brands with inspiring advertising creativity that generates business
The awards awarded by the Creativity Club They have revealed the usual presence of the aforementioned brands in the festivals circuits. With the ICEX addition that, in this case, is part of the group of companies recognized by the sector from its creativity.
Thus, all of them are the example of how a commitment to the power of the ideas sustained over time is, both a point of inspiration, as an example of transformative creativity and generator of notoriety, businessconnection and community.
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All of them appear not only between The most awarded brands In this edition of the contest, but as those with the highest palmer attending to the value of the metals collected. In this sense, KFC heads the list of advertisers in terms of number of awards, with 17 trophies; followed by Cupra, with 13 awards, and ICEX, with 9 awards.
Regarding Metal valueMagnum stands out having achieved the National Grand Prize for Creativity and Five Oros, as does the ICEX with six golds. Cupra, meanwhile, has achieved 4 golds, while KFC and Samsung tie with three golds and thus complete the top 5 of the classification.
KFC continues its community construction
With works that continue to inspire the creative use of the media and the construction of a community and a differential brand personality, KFC He concludes his passage through the Creativity Club contest with 17 awards, distributed in three golds, five silvers and nine bronzes. In addition, he has achieved 12 mentions in the Yearbook of Creativity.
They are prizes that expand the trajectory of KFC awards in recent years, such as those received in the Efficiency Awards, with which the company has validated the long -term brand construction path that has been promoting for more than six years. The combination of strategy, creativity and tactics It has molded the way to communicate of an entire category.
The most awarded KFC campaign in this edition of the festival, with 7 metals, has been “The menu test”, designed by agencies PS21 and memeand with medium sand collaboration. The brand was associated with Netflix to promote the premiere of the second season of “The Calamar game” and for this he created an immersive event presented by Ibai Llanos that consisted of a competition inspired by the series.
“The menu test” has also been the second most awarded campaign of the contest this year.
Another campaign that has made KFC stand out in this edition of the Creativity Club contest is “Fries Compensation”, also designed by agencies PS21 and memeand with the collaboration of medium sand. The campaign communicated the change in the recipe for fried potatoes of the chain, and for this he gave consumers the equivalent amount they had requested through the application of the previous potatoes. Among other actions, he also took advantage of criticism of his product to execute outdoor advertising creativity and encourage receiving gift potatoes.
“Fries Compensation” has received six metals: a gold in ideas, a gold in Craft, for its interaction generated from data; A silver in media, and three bronzes, in strategy, innovation and craft. It is one of the most awarded campaigns in this edition of the National Creativity Awards.
The fried chicken brand has also been recognized by “KFC Auto Grand Prix”, Designed by PS21 and Meme and consisted of the creation of a circuit for the video game “Forza Horizon 5” inspired by the real curves of the KFC Auto in Madrid, Barcelona and Alicante. This campaign has achieved a gold gold, a silver in ideas and two bronzes in Craft. In addition, KFC has participated in the festival with the campaigns “KFC No Auto” and “Eduardcohi”, for which he has received mentions in the Yearbook of Creativity.
With all these works, PS21 and Meme are positioned among advertising companies that have achieved better performance in this event, and among the agencies that currently stand out for their creative proposals.
Differential Cupra Creativity
In a line similar to that of KFC, Cupra It has also had a recurring presence in the festivals circuits thanks to its advertising creativity, with which over five years it has built its brand, with a global, independent and premium character and with the capacity to reach new segments and markets. The automobile firm, which has already made the great prize in 2023, has been placing between the ten brands with the best performance in the National Creativity Awards, a route that now extends with 13 metals collected.
Cupra was recognized with the great prize for efficacy in 2023
Cupra has stood out in this edition with the campaign “There is no second”, Designed by the Agency & Rosàs and worked with the Roma Producer. It is an advertising blockbuster, made by director Ja Bayona, who proposed an ode to competitiveness and spirit and differential personality of the brand.
Betting on visual codes of cinema and sports communication, the brand transferred to the market, once again, its distinctive nature, and communicated its sponsorship of the America’s Cup sailing tournament.
“There is no second” also occupies the third position in the list of campaigns in terms of performance in the contest, with a total of 6 metals. He has received three golds in Craft, for his address and completion, production direction and special effects. It has also achieved two silvers in this section. The idea itself has taken a bronze.
To the Cupra record at the National Creativity Awards 2025 has also contributed “The first safety car on water”, Designed by 14 agency. Also framed in the sponsorship of the brand to the 37th edition of the America’s Cup, the action created a floating exclusive version of the cupra terramar model, turning the car -that is, the product -, a protagonist part of the tournament and a striking communication asset.
With these works & Rosàs is one of the advertising companies with the best performance in this edition of the contest and is located, together with Lola Mullenlowe, Jungle (PS21 and Meme) and Fuego walks with me, among which they currently stand out for their creative proposals to the market. It is also one of the agencies with the most awarded client portfolio, having collected awards for four different brands -Cupra’s own, Telefónica, the Association of People with Acondroplasia and Royal Bliss-.
Cupra has also been recognized for “Obsession”, Designed by & Rosàs and with the Intricate producer, with which he has achieved a silver and a bronze in Craft. The campaign “Red Thread”, worked alongside 14 Agency and Garage Films, has also received a bronze in Craft.
A year of success for Magnum
The advertising of Magnum It has been inspiring creativity for years globally, and its confidence in the potential of ideas is an example for advertisers around the world. The Unilever ice cream brand has managed to build an evocative communication, based on the concepts of pleasure and indulgence, and closely linked to its brand assets, which makes it unique and recognizable in an increasingly saturated panorama.
“Find Your Summer” was recognized with the Grand Prix outdoor in Cannes Lions 2024
Magnum has achieved 7 trophies in this contest. It is not the most awarded brand, but the quality of the metals received is placed among the best performance. Specifically “Find Your Summer”– which has been widely recognized by the advertising industry with the Grand Prix out of exterior in Cannes Lions as the maximum exponent-, is the campaign that has most highlighted the brand in this edition of the awards, having received the National Granativity Grand Prize.
Designed by the Creative Agency Lola Mullenlowe, He helped to dissecaneize the consumption of ice cream and boost their sales in the United Kingdom inviting consumers to find summer in winter, with a creative concept and a narrative focused on the sun’s rays. The campaign had exterior advertising graphs, a spot, an application to find the sun in real time and a Push -based geolocation notification system to send discounts.
“Find Your Summer” has achieved that Lola Mullenlowe Understood this year in the conjugation of quality and quantity of metals obtained, thus occupying the first position of the ranking of winning advertising companies. And it has collected, in addition to the Festival Grand Prix, a total of 7 golds, 3 silver and 1 bronze.
Samsung and its creativity applied to technology
For more than a decade Samsung He works to improve people’s quality of life and break barriers through technology. Within the framework of its platform “Technology with purpose” He has developed various tangible and useful innovations to facilitate the day to day of certain groups. It is the materialization of creativity applied to technology.
“Impulse” It is one of its last developments and has proposed an application based on artificial intelligence and supported by smartwatches to attend people with speech disorders in their communication and speech. It worked with the Cheil agency, and after achieving three lions in Cannes Lions 2024, he has collected three golds in this edition of the National Creativity Awards, in the sections of ideas, innovation and health.
In addition, Samsung has also been recognized by the campaign “The Art of Hack”, With three bronzes in the categories of ideas, strategies and content. In this way, this work also expands its awards tour, after its successful step by Cannes Lions or the Effective Awards.
Thanks to these Samsung campaigns, it strengthens their position among advertising companies that currently lead Spanish creativity and that stand out in a contest more for the advertising proposals offered to the market.
The notorious ICEX campaign
Although the ICEX It does not have a habitual presence among the recognitions of the Spanish advertising industry, the campaign that has promoted this year to promote our international audiovisual talent has made you win a hole between brands with the best creative performance in this edition of the awards.
“The cause of the accident that caused the fire”– The central audiovisual piece of the “Spain, where talent ignites” campaign, designed by The Social Vim Collective for the Audiovisual program from Spain- has won nine awards, distributed between six golds, two silver and three bronzes, in the categories of ideas and craft.
It is, therefore, the most awarded campaign in this edition of the awards awarded by the Creativity Club.
The short film, written, produced and made by Canada, Address the fears, doubts and anxieties of a young director during production a film. Mix reality and fiction to build a self -referential history in which it reflects on the creative process and success in the audiovisual industry and, for this, it has the participation of Ja Bayona, Karla Sofía Gascón or Barbara Lennie, among others.
“The cause of the accident that caused the fire” has caused the producer Canada to have excelled among the advertising companies awarded in this edition of the Festival. In the conjugation of quality and quantity of the metals obtained, it is positioned only behind the Lola Mullenlowe agency as the second with the best performance in the contest after having collected a total of 12 awards.
