The 27th edition of the National Creativity Awards has once again recognized “Mediterráneamente”, the communication platform that Estrella Damm launched in 2010 to position itself strategically around the Mediterranean lifestyle. His latest installment, insightfully titled “The Same Old,” has collected several trophies in the Creativity Club contest, something that has not happened for five years.

The campaign, designed by the Oriol Villar agency and produced in Canada on this occasion, has achieved 6 medals in particular, which positions it as the third most awarded in this edition of the festival. It has also helped the agency to lead the ranking of the most recognized advertising companies, with a total of 20 trophies, including the Grand Prize together with Banco Sabadell.

In addition to a Bronze in Ideas, “The Same as Always” has stood out this year in Craft, achieving a Gold for its Direction and Production, a Silver for its Writing and three Bronzes for its Photography Direction and for its Art Direction, both in the spot and in the graphic pieces that accompanied it.

>> See Interactive Reports of c de c 2026

The ad, launched in June 2025, expanded “Mediterraneanly” with a tribute to the usual summers and the small pleasures and moments shared with loved ones, and also with the usual ode to the landscape, culture and gastronomy of the Mediterranean that the platform usually makes in its different campaigns. Thus, it told the story of five friends who decide to spend the summer together again “doing the same thing as always”: same house, same beach, same excursions. A familiarity that is, precisely, the key to generating customs that shape a way of living.

The fact that last year it included the participation of actor Quim Gutiérrez – who was collaborating again with Estrella Damm after starring in the summer advertisement in 2015 – was also a way of evoking the work of a decade ago. At that time, the spot titled “Vale” marked a turning point in “Mediterráneamente” and 2015 marked the beginning of a commitment to storytelling, the short film format and well-known faces, such as Quim Guitérrez and actress Dakota Johnson.

In addition to the advertisement, “The Same as Always” also included a series of graphics that have been awarded in this edition: “Jokes”, “Conversation”, “Outfit” and “Peace” have achieved a Bronze campaign for their Art Direction in Craft.
With them the brand conveys the value of repeating what we already know makes us happy, and, in the face of the current pressure to live new experiences, travel far or make extraordinary plans, a simpler, more authentic and recognizable summer is claimed.

“The same thing always” has marked the return of Estrella Damm to messages about the enjoyment of the small things in life, which is the main idea that articulated the “Mediterráneamente” advertisements until 2018, and which relies on the Mediterranean as a setting, music and a carefree tone that evokes summer good vibes, sun and fun with friends. This became evident again from 2023, first with “Pussy ke mana”, starring the singer Bad Gyal; and then in 2024 with “Summer ’78”, which offered a tour of past summers.

In between, “Mediterraneamente” focused on a more emotional narrative, with greater social significance and focus on environmental commitment. Thus, the usual line that Estrella Damm was following experienced an evolution in 2019 with the trilogy of advertisements composed of “Act I: Soul”, “Act II: Lovers” and “Act III: Commitment” with which the brand launched a call to take care of the environment and adopt a more conscious and respectful way of living.

The achievements of “Mediterraneamente”

This stage is, precisely, the one that has contributed the most to the “Mediterraneamente” record over the years. In 2020, the platform won the Grand National Prize for Creativity, as well as a Gold in Ideas. And, specifically, the piece “Act I: Alma” achieved five Golds in Craft, standing out in the sections of Art Direction, Production Design, Photography Direction, Filmmaking and Sound/Music.

The campaign was also recognized at the Eficacia Awards. In 2019, just a few months after the launch of “Act I: Alma” and “Act II: Amantes”, Estrella Damm won the Gold in Brand Building in the contest, as well as the Effectiveness Award for the Advertising Career of a Brand awarded by the Jury Club. And in 2020 it won the special award for Social Relevance of a Brand.

“Mediterráneamente” also achieved success in the 2020 National Marketing Awards. In that edition of the competition Estrella Damm was highlighted in the Social Marketing category, while Jaume Alemany, Director of Marketing and Communication at the brand, was recognized with the award for Best Marketing Professional.

The third installment of that stage of “Mediterraneamente”, titled “Commitment”, continued to increase the platform’s record. In the 2021 edition of the Creativity Club awards, it obtained a Bronze in the Strategy section.

However, the awards history of “Mediterráneamente” goes back almost to its beginnings, which took place in 2009 with “Formentera”. Already in 2010, with just two years of experience and when the agency behind the strategy was still Villarrosàs – from which Oriol Villar and &Rosàs would be born – the platform achieved a Gold in Commercial Communication for “San Juan” at the Eficacia Awards.

Later, “Vale,” the advertising short film released in 2015 alongside Dakota Johnson and directed by Alejandro Amenábar, validated Estrella Damm’s creative strategy with “Mediterráneamente.” The National Creativity Awards recognized the platform with a Silver in Ideas; while the Eficacia Awards were awarded with a Gold in Media and a Bronze in Commercial Communication.

In 2017, “Our Life” was released, the 16-minute short film starring actors Peter Dinklage (“Game of Thrones”), Álvaro Cervantes, Ingrid García-Jonsson and Marcel Borràs, and directed by Raúl Arévalo. With this announcement Estrella Damm was awarded again, receiving a Silver in Ideas at the 2018 National Creativity Awards. In addition, that year, the brand was recognized with first prize in the Brand category at the National Marketing Awards.

Ten years after its launch, and already at that time becoming one of the most anticipated advertisements of the advertising course, “Mediterránemente” expanded its journey with “Álex y Julia”. It told the story of two young singers, played by Michelle Jenner and Oriol Pla, who meet again in Formentera in the middle of summer. The spot, in which there is hardly any dialogue to give way to music, reinforced the platform’s record with a Bronze in Craft for its Sound and Music at the National Creativity Awards.

And although “Mediterráneamente” has been absent from the major events on the festival and awards circuit in recent years, the recognitions achieved throughout its journey consolidate it as one of the most creative brand platforms in the Spanish advertising industry.

It is an example of consistency around a legitimate territory, and it is also a benchmark of strategic intelligence due to the way in which it has adapted to changes in the market, consumers and even the media landscape, without losing sight of its essence, the value of the brand as an anchor and the importance of the product.

This is how Oriol Villar himself explained it when the brand launched “Pussy ke mana” in 2023: “Mediterráneamente” has been around for many years, and tries to adapt to each moment. We talk about many topics and many different age groups, because beer is a universal product“; explained the Creative Director in conversation with reason.Why. “In all Estrella Damm campaigns there is that final concept, that reflection that we launch and that has to do, precisely, with the Mediterranean lifestyle, with a way of living”.