In the 39th edition of El Sol, the Ibero -American Festival of Advertising Communication A total of 214 awards have been granted in the 18 sections to contest: 55 golds, 72 silver, 78 bronzes, 8 large awards and the platinum sun.
As for Registrationthe figure has been located this year near the 1,300 registered pieceswith the support of more than 150 agencies and 250 advertisers of Latin America. The organization has especially highlighted the increase in registrations in categories such as innovation (+50%) and production (+30%), as well as the record in the Creative Youths section, with more than 150 pieces presented.
The sections of Film, sales activation, production, digital and mobile and exterior They are the ones that have had the highest volume of inscribed pieces.
As a result of the above, in this 39th edition a total of 8 countries have been rewarded with metals at the ceremony held at the Cervantes Theater, being Spain the one that has had the greatest number of recognized pieces and campaigns (a total of 130) followed by Argentina (21 awards), Mexico (16 awards), USA (15 awards), Peru (15 awards) and Costa Rica (10 awards). “It is good for the brand the sun to feel Latin America in the recognized work”Tomás Ostiglia, Executive Creative Director of Lola Mullenlowe and president of the jury in this edition has declared.“The great awards granted are an excellent sample of the power of Latin America, for its tone and to know how to turn things with commercial communication, but with real solutions and also excite.”
And, with respect to the Palmarés, the campaigns carried out by the agencies of Latin America and the Hispanic market of the United States have obtained 6 of the 8 big prizes which has granted the jury of the festival. The awards have fallen to the following works:
- He Film Grand Prix It has been for “Dog – Baby – Bear”by Lola-Mullenlowe for Unilever /Axe /Lynx (Spain)
- He Exterior Grand Prix It has been for “Silewalks”by Circus Gray/Communication Support, Llyc, Dinamo for UNACEM/CEMENTO SOL (Peru)
- He Grand Prize of Printed Media It has been for “Sun certified”, from Gut Madrid/Gut Mexico for AB Inbev/Corona (Spain)
- He RRPP Grand Prix It has been for “Self Banned”, From Sancho Bbdo for Netflix (Colombia)
- He Grand Prize for Design It has been for “Sightwalks”, “Sightwalks”by Circus Gray/Communication Support, Llyc, Dinamo for UNACEM/CEMENTO SOL (Peru)
- He Media Grand Prize It has been for “Unexpected story” of Draftline and Cervecería & Maltería Quilmes for AB Inbev/Quilmes (Argentina)
- He Grand Prize for Activation and Brand Experience It has been for “Wrestaolmania”, from Garnierbddo for the Lagar (Costa Rica)
- He Digital and Mobile Grand Prize It has been for “Anti-Ban Ad”by GUT for The Coca-Cola Company/Sprite (Argentina)
The big audio, health, integrated campaigns, branded content, innovation and production awards have been deserted.
He Platinum sunMaximum award of the festival chosen by the jury among all the great awards, it has been for “Sightwalks”, by Circus Gray/Communication Support, Llyc, Dinamo for UNACEM/CEMENT SOL (Peru). This campaign collected the Grand Prix of Design in Cannes Lions last year, as well as a bronze lion in that same category. In addition, the work also took a gold lion, a silver lion and a bronze lion in the Outdoor category.
It is a design work to contribute to the inclusion of people with visual disabilities and reduce their dependence on seers to perform actions in their day to day. “Veredas guides” (Its title in Spanish) is a podotactile system that complements the tile circuit with indications to help identify the type of business that tiles have next to it.
Best agencies and advertisers
This 2025 the Spanish PS21 has been chosen by the festival as Agency of the year After having collected a total of 21 soles, of which 4 have been gold, 11 silver and 6 bronzes. This recognition has been awarded to the agency based on the awards obtained by its campaigns for brands such as KFC, Doritos or FC Barcelona.
PS21 is followed in the ranking of the Festival by Circus Gray with 7 soles, among which are the platinum sun and 2 large awards; and Lola Mullenlowe with 10 soles, including the Film Grand Prix.
For its part, Samsung has received the award for Advertiser of the year. This recognition values the commitment of companies for creativity, highlighting the relevance and awards they have won through their agencies.
As they point out from the Sun, the 19 awards awarded to Samsung during the last two editions of the Festival support the delivery of this award that recognizes excellence and innovation in their advertising campaigns. Specifically, the organization stands out “Unfear”aimed at people within the autistic spectrum and developed by Cheil Spain and Somos5, who won the Grand Prix in the digital and mobile categories. And also “Impulse”designed to improve the quality of life of people with speech disorders and developed by Cheil Spain, Acid Tango and Somos5, which was recognized with the Grand Prix in the category of innovation and health in 2024.
On the other hand, advertisers who have received more acknowledgments This year in the sun they have been Unilever, Ab Inbev, Uncem (Sun Cement), Netflix, Yum! Brands (KFC), Pepsico, Cupra and Apple.
The Sun 2025 by categories
In total, the jury has granted 55 golds, 72 silver and 78 bronz. The number of soles delivered in each section has been the following:
- In Design 9 awards have been awarded, of which 2 have been gold, 4 silver, 1 bronze and 1 grand prize
- In Digital and mobile 35 awards have been awarded, of which 11 have been gold, 10 silvers, 13 bronz and 1 grand prize
- In Abroad 18 awards have been awarded, of which 8 have been gold, 6 silvers, 3 bronz and 1 grand prize
- In Means 17 awards have been awarded, of which 6 have been gold, 6 silver, 4 bronz and 1 grand prize
- In Activation and brand experience 19 awards have been awarded, of which 5 have been gold, 3 silver, 10 bronz and 1 grand prize
- In Film 27 awards have been awarded, of which 4 have been gold, 9 silver, 13 bronz and 1 grand prize
- In Printed media 8 awards have been awarded, of which 2 have been gold, 2 silver, 3 bronz and 1 grand prize
- In Public relations 12 awards have been awarded, of which 1 have been gold, 4 silver, 6 bronz and 1 grand prize
- In Innovation 16 awards have been awarded, of which 5 have been gold, 7 silver and 4 bronzes
- In Production 23 awards have been awarded, of which 3 have been gold, 8 silver, 12 bronzes
- In Health 8 awards have been awarded, of which 3 have been gold, 3 silver, 3 bronzes
- In Branded Content 8 awards have been awarded, of which 1 have been gold, 5 silver and 2 bronzes
- In Audio 5 awards have been awarded, of which 1 has been gold, 2 silver and 2 bronzes
- In Best international idea 1 gold has been granted
- In Sustainable development 1 gold have been granted
- In Integrated campaigns 3 awards have been awarded, of which 2 have been silly and 1 bronze
The category of Transforming creativitywhich was one of the great novelties introduced by Act in the Sun in 2021, has been deserted in this edition. This section responds to the institutional manifesto of the ACT and its principle on creativity as a fundamental business engine. ”That year, the“ Best older ”category, from China for Adolfo Domínguez, in the brand transformation section.
The Sun by countries
Spain It has been one more year the country with better performance at the festival, with a total of 130 soles. Follow in the ranking Argentina (21 awards), Mexico (16 awards), United States (15 awards) and Peru (15 awards), and Costa Rica (10 awards).
It should be noted that the campaigns carried out by the agencies of Latin America and the Hispanic market of the United States have won 6 of the 8 major awards granted by the jury of the festival.
