Created by McCann Worldgroup Spain, the aim of the campaign is to promote Barcelona as a generator for talent, and there have been different spin-offs for major events such as the MWC25, the ISE and large music festivals.

The jury recognised “its own solid and thorough methodology, demonstrating how the strategy can be inspirational and efficient when well-founded”.

The Impact Awards, this year in their twelfth edition, are given annually by the Marketing and Communication Association of Catalonia.