LLYC decorated in Silver and Bronze at the 2023 El Sol Awards

LLYC once again shined bright at El Sol, the Ibero-American Advertising Communication Festival. The CHINA part of LLYC team picked up a silver medal in the Integrated Campaigns category for the project carried out jointly with Adolfo Dominguez, “Piensa Menos” (Think Less) while the “Kolapso: Choose the Future” campaign, conducted by the Madrid-based Consumer Engagement team for BBK, was awarded the bronze in the category Branded Content: Live content. 

El Sol stands as one of the most highly coveted advertising awards. The awards event originated 37 years ago as an initiative of the Spanish Association of Advertising Agencies (AEAP), today the Association of Agencies of Transformative Creativity, to promote creativity in Spanish advertising. This year, 10 countries were awarded medals at the ceremony held at the Cervantes Theater (Malaga).

About the awarded campaigns:

The “Piensa menos” (Think Less) campaign, a joint effort with the Galician fashion label Adolfo Domínguez, seeks to generate conversations about the way we consume clothes and, perhaps, also about the way we live. This initiative seeks to alleviate a phenomenon known as decision fatigue, the tiredness that comes from having to choose between an almost infinite number of options in every small decision we make in our lives.  

“Kolapso: Choose the future” is a joint project with BBK to continue building on sustainable competitiveness, a key message behind the award-winning “Bihar: choose the future” campaign. This campaign combines the virtual and physical experience simultaneously, with the aim of raising awareness of the importance of following competitively sustainable models and demonstrating how our small decisions can have an impact with no return on our planet.