The Ondas Awards, organized annually by Grupo Prisa through Radio Barcelona, ​​a Cadena Ser station, have revealed the winners of their 73rd edition. The awards recognize those radio, television, podcast, advertising and musical productions that, both nationally and internationally and in all their genres and formats, provide innovative elements and improve the audience’s experience.

The jury’s decision was announced during the broadcast of the program “La Ventana”, directed by Carles Francino. On this occasion, the awards have received 1,065 nominations from up to 26 different countries around the world, and in total 29 prizes and 4 mentions have been awarded throughout the different categories.

Among others, Cadena Ser’s “A vivir que son dos días” has been awarded as Best Radio Program; the investigation of breast cancer screening, by Radio Sevilla, as Best Special Programming; “Delirios de España”, by Podimum Podcast, as Best Podcast; “Jakarta”, from Movistar Plus, as Best Fiction Series; or “Lux”, by Rosalía, as Musical Phenomenon of the Year.

Winners of the Ondas Awards in Advertising

This is the winner of the Ondas Nacional Awards in the Advertising category:

Ondas Award for Best Audio Advertising Campaign 2026

The award for Best Audio Advertising Campaign has been awarded to “Sometimes a home can be scary”, by the Ogilvy Madrid agency for Leroy Merlin. The campaign, activated during the last two years (2024 and 2025) within the framework of Halloween celebrations, focused on how the deterioration of some home elements such as doors, light bulbs or walls, can turn a house into a nightmare. Combining humor and suspense, the brand presented itself as the best option to fix the damage and really enjoy the house.

As the organization of the Ondas Awards points out, the prize has been awarded to the campaign for “convert an everyday necessity into a brilliant sound idea that connects in an original way with the Halloween imagination“It ensures that the campaign connects a universal reality and an everyday observation into an original and relevant creative idea.

“The jury highlights the strategic intelligence with which it converts classic horror codes into a product demonstration, as well as high-quality sound execution, capable of generating attention, suspense and memory.“; is explained in the ruling. “A work that takes advantage of the full potential of audio to connect with the consumer in a memorable, relevant and effective way.”.

For its part, the brand assures that the campaign is an example that a tactical campaign does not have to give up creative excellence. “When the idea is solid, commercial urgency and brand building go hand in hand” commented Sergio Vicente, Director of Communication and Brand at Leroy Merlin Spain, through social networks. “With ‘Sometimes a home can be scary’, we wanted to show that transforming an everyday need into a practical solution with a promo could sound fresh, memorable and, above all, indisputably Leroy Merlin”.

Ondas Award for Best Creative Agency in Audio Advertising 2026

This year the award for Best Creative Agency in Audio Advertising has gone to BBDO, according to the jury, for “its constant commitment to the audio medium and to demonstrate, through campaigns of great impact and creative excellence, that great ideas also enter through the ears“The award recognizes a recent career that has contributed to enhancing the creative and strategic value of the audio medium.

They point out that BBDO understands audio as a language capable of exciting, surprising and remaining in memory, not just as a format. “The agency has stood out for its constant commitment to sound creativity, developing campaigns of great impact and quality that take advantage of all the expressive potential of music, voice and silence.“, they state in the ruling.

Over the last year, BBDO has worked, among others, for Down España, with the “It’s not me, it’s you” campaign; Colacao, Nocilla or 50 en Libertad, the platform with which the Government is commemorating the five decades of democracy in our country.

It is not the first time that BBDO has been recognized in this competition. In 2023 he received the Ondas Award for Best Radio Advertising Campaign for “Lo de Jazztel is not normal”, for Jazztel; as well as the award for Best Radio Agency in 2021.

Ondas Award for the Most Innovative Campaign

This year the contest has included the Most Innovative Campaign category, with the intention of highlighting innovation in creativity, but not necessarily linked to audio. The jury has awarded the prize under the modality ex aequoand therefore, it is awarded to two different jobs:

• “Lux”, by Sony Music Spain for Rosalía

The award recognizes the work done by the record company for the launch of “Lux”, Rosalía’s fourth studio album. Consider that the different actions carried out turned the launch into a cultural event of great impact, combining innovation, expectation and impeccable execution to mobilize audiences on a global scale.

Thus, the jury points out that Sony Music knew how to maintain the conversation around the project, masterfully combining live experiences, activations in public spaces and digital ecosystems. Also noteworthy is the deployment of a visual universe of enormous strength and attractiveness, which contributed to amplifying the impact of the proposal. The ruling describes the work as “a campaign that has managed to mobilize audiences on a large scale, achieve extraordinary results and demonstrate new ways of building cultural relevance in the entertainment industry”.

• “Euskaltel IA”, by Dimension for Euskaltel

The award has also been given to “Euskaltel IA”, from the Dimensión agency for Euskaltel for, as cited in the ruling, “convert a cultural and technological challenge into an innovative collective action capable of mobilizing society to ensure the presence of Basque in artificial intelligence”.

The campaign was launched in December 2025 on the occasion of Basque Language Day and with the intention of encouraging citizens to help AI tools understand and use Basque correctly. To do this, it created different audiovisual resources that showed how the technology was not capable of understanding the language and generated images different from those desired when Basque was used in the prompts. The strategy also included a website where users could explore AI bugs and find predefined instructions and prompts to use in their usual tools.

The jury assures that the work demonstrates how innovation can be put at the service of a cultural and social cause of enormous relevance and highlights that the proposal makes a problem visible and invites citizens to be part of the solution. “An innovative and effective execution that combines impact, relevance and mobilization capacity to demonstrate how creativity can generate real changes beyond communication”; they explain.

“In times of infinite scroll and audiences saturated with messages, innovating is the best way to regain consumer attention“said Guille Viglione, General Creative Director of Dimension LADV, in a statement. “If we also manage to ensure that advertising stops being just a message and becomes a useful tool for society, much better.”.