The National Creativity Awards 2025, organized by him Creativity Club, They have already revealed their winners. In the section of Innovation They have been delivered 6 trophies, Among which the gold granted to “Impulse”, of Cheil for Samsung.

As explained by the C of C, the innovation section rewards a case regarding the use of technology, format, use of the environment or creation of new products or services, always in relation to its contribution to the development of a brand. Our independent technological solutions that include tools, products, models or platforms applied to communication or creative campaigns are also valued.

>> See interactive reports of C of C 2025

“Impulse,” from Cheil for Samsung

Last year Samsung continued working its platform “Technology with purpose” with the launch of “impulse”; Designed in collaboration with the Cheil agency. The proposal consists in the development of an application based on artificial and oriented intelligence to help people with different speech disorders, such as stuttering.

The concept of “impulse” relies on the so -called “Rhythm therapy”a logopedical technique that seeks to improve the linguistic fluidity of the brain through a subconscious compass. Thus, the application uses the Hptic metronome incorporated into the brand’s smartwatches to generate rhythmic patterns and assist users in their speech and communication.

Thanks to this and other campaigns, Samsung is part of the group of advertising companies that currently lead Spanish creativity, together with KFC, Cupra and Magnum, which stand out in a more contest for the advertising proposals offered to the market.

Innovative technology with purpose

Creativity as a lever to facilitate the lives of people was the issue that articulated the conversation held in our meeting Cannes Lions Insids last year between Alejandro Di Trolio, executive creative director in Cheil Worldwide, and Alfonso Fernández, marketing director at Samsung Spain. Both explained how to “impulse” arose, like other Samsung projects previously, from observation, the search for opportunities for make the company’s purpose come true and the rapport with its strategic creativity partner.

Have a clear mission and a defined will, facilitates the relevance of ideas and The consistency of the project, which is built on a relationship of trust. “We are constantly looking for ways to hack technology to solve real problems”, Said Alejandro Di Trolio.“Samsung has been this platform for twelve years, which is technology with purpose, which offers the perfect breeding ground to create. If you have the platform, ideas arrive, they flourish”

But, as both professionals pointed out, it is not about doing creativity to do, but about carrying out viable and useful projects. In the case of Samsung the objective is to improve the quality of life through its products; Specifically, since hardware is not modifiable, through the development of software and applications whose functionality helps certain groups.

Silver winners in the innovation section

In addition to “Impulse”, another 5 campaigns have also been recognized in the innovation section. Next we collect the works that have been awarded with a money:

“The menu test”, of PS21, meme and medium sand for KFC

KFC and Netflix They collaborated last year to promote the premiere of the second season of “The game of the squid.” They did it with “the menu test”, a immersive event presented by Ibai Llanos In which more than 400 people participated in a competition inspired by the series, with fried chicken and Korean cuisine as protagonists. The action, devised by Ps21 and meme, It raffled thousands of euros in prizes and included the launch of an exclusive menu in KFC.

With “the menu test”, PS21 and meme They are among the advertising companies that have achieved a better performance in this edition of the festival and is part of the group of those that currently stand out for their creative proposals to the market with Lola Mullenlowe, & Rosàs and Fuego walks with me.
For its part, KFC It is among the advertisers who currently lead Spanish creativity, together with Cupra, Magnum and Samsung, and which stand out in a contest more for the advertising proposals offered to the market.

“The Allevia Pollen Passport” by MRM Spain and McCann Worldgroup for Allevia

The Allevia antiestamine brand created a campaign with the intention of helping people manage their allergies in the destination of their trips. It was launched within the framework of Blue Monday, when tourist reserves grow, and offered a personalized image of flower species and plants that produce user allergy through data representation.

On the other hand, in innovation 3 campaigns with bronze have been recognized: “Fries Compensation” of PS21 and Meme for KFC, “January 29”, of Dentsu Creative and Dentsu X for Mass, and “The First Safety Car”, of 14 Agency for Cupra.