The 39th edition of The sunthe Ibero -American Festival of Advertising Communication, It has taken place in Malaga on May 29 and 30. The jury of the contest, chaired by Tomás Ostiglia, executive creative director of Lola Mullenlowe, has granted a total of 214 awards, of which 8 are great awards.

The Great awards They have distributed in 8 categories, while 6 sections have been deserted in this edition. The recognitions, which have been delivered in a ceremony held at the Cervantes Theater, have been distributed as follows: 6 have been for Latin American agencies and 2 for Spanish representation.

All the big prizes – El Sol 2025

“Silewalks”, by Circus Gray for Cement Sol (Peru)

“Sightwalks” has won two major awards: one in the category of Abroad, in the large format subcategory; And another in the design category, for your Design of user experience. In addition, this campaign has also collected – also in design – the platinum sun, top award of the festival chosen by the jury among all the large awards.
This is the work done by the agency Circus Gray for Sun cementbrand of UNACEM, and has had the participation of Communication, Llyc and Dinamo support.

The Peruvian manufacturer of cement expanded the codes of the podotactile pavement, which facilitates that people with visual disabilities be oriented and transitted through the streets. It is a basic language, which until recently only indicated to the blind people when you can walk straight and when to stand, but thanks to Cement Sol it has been expanded with indications to boost inclusion and help identify the type of business that tiles have next to it.

This campaign was also recognized with the Grand Prix in the design category of Cannes Lions 2024.

“Dog”, “Baby” and “Bear”, Lola Mullenlowe, for Ax (Spain)

The “Dog”, “Baby” and “Bear” spots have won the Grand Prix in Film, In the subcategory of home products, fashion, clothing, accessories and accessories. It is the work done by the agency Lola Mullenlowe for Ax, Unilever’s fragrance brand, marketed as Lynx In the United Kingdom, where the campaign has also been executed.

The three ads have revealed, once again, the power of attraction of the male fragrances of Ax. For this, he has opted for absurd humor and has created three different situations in which a baby, a stuffed animal and a dog attack those who wear the brand’s deodorant in a jealous attack or envy.

“Sun Certified”, by Gut Madrid and Gut Mexico for Corona (Spain)

“Sun certified” has received the Grand Prize in the category of Printed media, In the section of alcoholic, non -alcoholic beverages, tobacco and smoker accessories.
This is the work done by the agencies Gut Madrid and GUT MEXICO for Crownbrand of the AB Inbev Group.

The campaign has been framed in the celebration of the 100 years of crown in Mexico, an event that the brand has taken the opportunity to highlight its own advertising career in the streets of the country and the places that, like their beer, have an inseparable relationship with the sun. The campaign collects a series of photographs of facades, bars and restaurants worn by exposure to light, where the brand logo resists still recognizable.

“Unexpected story” of Draftline and Cervecería Quilmes for Quilmes (Argentina)

“Unexpected story” has won the Grand Prix in Means, for its use of mobile and digital platforms. Is the work done by Draftline and Cervecería & Maltería Quilmes for Quilmes, AB INBEV group brand.

The Quilmes beer brand was associated with the Beelup platform, which allows users to download the videos of the amateur football matches that play with friends or family in those clubs that have the recording system. In collaboration with two of the most recognized broadcasters in Argentina, and thanks to artificial intelligence, he added personalized comments to these video and, in addition, included advertising skirts to ensure that the videos resemble the maximum as possible to those of professional competitions.

“Self Banned” by Sancho Bbdo for Netflix (Colombia)

“Self Banned” has won the Grand Prix in Public relationsfor its use of celebrities, prescribers and influencers. This is the work done by the agency Sancho Bbdo for Netflix In Colombia.

The campaign promoted the premiere of the “Medusa” series and for this created a narrative that aligned with the production argument. Thus, he resorted to Abelardo de la Espriella, one of the most popular lawyers in the country, to boost a plot that pursued the cancellation of the launch of the series alleging that violated the privacy of the family that inspires history.

“Wrestaolmania” by Garnierbdo for the Lagar (Costa Rica)

“Wrestaolmania” has received the Grand Prix in Marc activation and experienceA, in the subcategory of large -scale events. It is the agency’s work Garnierbbdo For construction materials THE LAGUE.

The brand sought to raise the shopping experience of its products and for this resorted to wrestling, where some of its items are usually used and favors the presence of the brand. He associated with Riot Wrestling Alliance to create a digital showroom, so that every time products such as chairs, tables, stairs or shovels appeared in the fighting, a QR code was shown that directed to the El Lagar online store.

“Anti-Ban AD”, by GUT for Sprite (Argentina)

“Anti-Ban AD” has won the Grand Prix in Digital and mobile, in the subcategory of sponsorships or partnership with influencers. It is the work done by the agency GUT for SpriteCoca-Cola Company brand in Argentina.

The soft drink brand sought to help streamers avoid the suspension of their accounts when they used bad language. To do this, he developed a plug-in based on artificial intelligence capable of detecting words and replacing them with friendly and positive messages.

The big prizes of the following categories have been deserted:

• Audio
• Health
• Integrated campaigns
• Branded Content
• Innovation
• Production

El Sol 2025 Palmarés has resulted in 214 awards distributed among the Platinum Sun, 8 large awards, 55 golds, 72 silver and 78 bronzes.
By countries, the prize ranking is led by Spain, with 130 awards, followed by Argentina (21), Mexico (16), and the United States (15).