Sosegá wins the Silver at the W!N Awards

The Sosegá campaign, created for Cervezas Alhambra by the CHINA part of LLYC team, has been recognized at the W!N Awards, a contest that celebrates excellence in communication through earned media and highlights the outstanding integration of strategy, creativity, and innovation in the sector.

Sosegá won the Silver Award in the category Best Product/Service Communication Campaign Targeting the End Consumer, establishing itself as one of the most outstanding projects of the year. The W!N Awards, organized by the Association of Communication Executives (ADC) in collaboration with the Technical Secretariat of the Best Awards, are known for their inclusive approach, open to communication consultancies, advertising, digital, content, events, and public affairs agencies.

The award-winning campaign was launched in a very special year for the brand, Cervezas Alhambra’s centenary, and pays tribute to its origin: Granada. From this perspective, Sosegá was born—a cultural project without precedent consisting of the creation of a new flamenco palo, an unprecedented contribution to the genre and a gift to a city that, like the brand, lives “without hurry”. Conceived alongside some of flamenco’s greatest exponents, Sosegá incorporates unique elements, such as the absence of a closing phrase, making it a singular style within this artistic tradition.

Led by CHINA, part of LLYC, and under the musical direction of composer and producer Javier Limón, Sosegá brought together artists from different generations: figures such as Carmen Linares, Arcángel, Kiki Morente, Sandra Carrasco, Antonio Cortés, Juan Carmona, Saúl Quirós, David de Jacoba, Gema, and Samara Carrasco; guitarists Diego del Morao and Dani de Morón; dancer José Maya; and percussionist Ané Carrasco, all contributing to a collective work that pays tribute to flamenco with respect and innovation.

The creative process was documented in a film produced by Little Spain, shot entirely in Granada and presented at an exclusive event at the Callao cinemas in Madrid. The piece offers an intimate look at the birth of the Sosegá palo and the artistic dialogue that took place among its participants.

Sosegá stands as a transformative project that celebrates the identity of Granada, the legacy of Cervezas Alhambra, and a way of living that, now more than ever, invites people to pause and feel: the “without hurry” lifestyle.

Congratulations to all participants!