Sosegá stands out at the 2025 BCMA Awards

‘Sosegá, el palo sin prisa’, the project created by CHINA part of LLYC, for Cervezas Alhambra, has become the standout of the BCMA Awards 2025. The jury unanimously awarded it the recognition for Branded Content of the Year for its relevance and distinctive approach. In addition, the project won two other categories: Best Branded Content — Audiovisual and Best Innovation Project in Branded Content. The ceremony, organized by the Branded Content Marketing Association in Spain and held within Branducers, took place at CaixaForum Madrid, bringing together some of the sector’s most notable initiatives.

Brand communication continues to consolidate as a space where culture, strategy, and innovation intertwine to generate real impact. A significant example is Sosegá, Cervezas Alhambra’s proposal that, on the occasion of the brand’s centenary, materializes in the creation of a new flamenco palo inspired by Granada, the brand’s origin and the epicenter of its identity. This project, which already reaches 450 million in audience, €5.3 million in PR Value, and more than 300 media hits, highlights a unique approach: celebrating Alhambra’s 100 years by contributing new culture instead of looking to the past, reivindicating calm as a way of life and strengthening the emotional bond with its territory.

The trend is clear: brands capable of transcending traditional communication and generating cultural heritage through music, local roots, and creativity are shaping the future of communication.

With a presence in over 20 markets and a team that innovates every day, we continue to drive content and projects that connect authentically with audiences. Our priority remains the same: to add value and support our clients where their challenges turn into impact.

Thank you to everyone who made this possible!