The National Creativity Awards 2025, organized by him Creativity Club, They have already revealed their winners. In the section of Health, that debuts in this edition of the contest, they have been delivered 7 trophies, Among which the gold granted to “Impulse”, of Cheil for Samsung.
As explained by the C of C at the time, the Health section has been created to recognize the ideas that promote in a creative way the improvement in health and well -being in society. Collect the works that fit, on the one hand, with the approach Health & Wellnessthat is, the proposals that improve health and well -being, either in a general or specific public; And, on the other, Pharma, That is, creative ideas that comply with medical regulations and are aimed at health professionals or medical services.
>> See interactive reports of C of C 2025
“Impulse,” from Cheil for Samsung
In 2024 Samsung He continued advancing and deepening his “technology with purpose” platform, with which he seeks to evangelize the proposal that technology can improve the lives of all people and break barriers. Thus, by the hand of the agency Cheil, development IMPULSE, An application based on artificial intelligence and aimed at helping people with speech disorders, such as stuttering.
Thanks to an algorithm based on natural language processing, the tool analyzes and transforms words into rhythmic vibrations. This is achieved by activating the Metronome available in smart watcheswhich generates a rhythm on the wrist and helps to convert vibration into neural impulses that are perceived by the part of the brain in charge of speech.
The system relies on the so -called “Rhythm therapy”, A logopedical technique that seeks to create a subconscious compass in the brain that improves linguistic fluidity. In this way, “Impulse” creates a sensory pattern and makes Samsung smartwatches exercise invisible and silent assistants for users.
“Impulse” developed in collaboration with Speechcare & Startamudez Center, medical clinic specialized in logopédica services. It has the endorsement of the Association of speakers of Spain and the Portuguese Society of therapy of Fala, in Portugal.
Thanks to this and other campaigns, Samsung It is part of the group of advertising companies that currently lead Spanish creativity, together with KFC, Cupra and Magnum, which stand out in a contest more for the advertising proposals offered to the market.
Silver winners in Health section
In addition to “Impulse”, another 6 campaigns have also been recognized in the debut of this category. Next we collect the two works that have been awarded with one money:
“I am Spanish”, by Pingüino Torreblanca and we are 5 for one
The campaign highlighted the reasons for not being proud to be Spanish with the intention of denouncing that children with leukemia in our country are treated under a different protocol than in the rest of Europe. The Organization One of the Mile demanded the adoption of the European protocol and that the treatment of child leukemia is backed by public health.
“The Peeing People”, by VML The Cocktail and Hogarth for Merck
The Pharmaceutical Merck wanted to combat the lack of awareness of bladder cancer with an external advertising campaign inspired by street art. The campaign was composed of a series of graffiti that included a QR code to expand information on the issue.
It should be noted that VML The Cocktail is one of the advertising companies with the most awarded client portfolio, having collected awards for four different brands such as Burger King, Merck, Movistar and Astrazeneca.
In this category they have also been delivered four bronzes: “Do not leave pending hugs”, by Candy Store for Sanitas; “Robi against Duchenne,” from Gettingbetter for Duchenne Parent Project; “The Allevia Pollen Passport”, by McCann and MRM Spain for Allevia; and “The Balacing Act”, by VML The Cocktail and La Boutique 77 for Astrazeneca.
