‘Sosegá’ wins the Grand Prix and adds a Gold and a Silver at the Inspirational Awards 2026

The Inspirational Awards, organized by IAB Spain, recognize innovation, creativity, and digital transformation across the communication and advertising industry. In this 2026 edition, we achieved the Inspirational Grand Prix, a Gold, and a Silver for our work alongside Cervezas Alhambra with “Sosegá – El palo sin prisa.”

The jury recognized the creativity and strategic solidity of a proposal that transcends the traditional codes of branded content

• Gold in ‘Branded Content Creativity’: for the creation of “Sosegá – El palo sin prisa,” a project that connects Cervezas Alhambra’s identity with the essence of flamenco.
• Silver in ‘Branded Content Strategy’: for a strategy capable of transforming brand positioning into an authentic and relevant cultural initiative.

These recognitions highlight two complementary dimensions of a shared approach to communication: building brands with a solid identity and turning that identity into cultural experiences that genuinely connect with people. A way of working that stems from understanding what is at stake for our clients and connects strategy, communication, and creativity to generate long-term value.
 

‘Sosegá’: turning positioning into a cultural legacy

 
Conceived within the framework of the brand’s centenary, “Sosegá” connected with the deepest identity of Cervezas Alhambra through a complex creative challenge: creating something unprecedented while respecting the authenticity of flamenco.

To make it possible, we brought together 14 key figures of the genre to bring to life the first new flamenco palo in nearly a century, conceived “without haste” and without a remate, under the musical direction of Javier Limón and with the participation of the production company Little Spain. An initiative through which Cervezas Alhambra moved from supporting culture to actively participating in its creation.

These recognitions at the Inspirational Awards add to the journey of a project that has demonstrated how a brand can transcend its traditional role to contribute to cultural creation. An example of how strategy and creativity, when working together, can generate relevant, authentic, and lasting ideas.