Cheil Worldwide Spain Wins 2 Grands Prix at El Sol

Cheil Worldwide Spain is the only agency to scoop two Grand Prix at Festival El Sol in both the Innovation and Health categories, for their groundbreaking Impulse AI-powered speech therapy app, developed with Samsung Espana.

The Impulse app, created for Samsung Galaxy Watch, uses sophisticated AI to help people with speech impediments characterised by stuttering, repetition or prolongations of sounds. Breaking new ground, Impulse takes the proven form of rhythm therapy out of the clinic for the first time, putting it on the wrist of users to enable linguistic fluency at any time, in any situation.

Along with the two Grands Prix, Impulse won three Gold awards, for Innovation in Products and Services, Innovation in Activation and Innovation in Health; two Silver awards for Pathology Awareness and Innovation in Digital and Mobile; along with a Bronze award for Digital and Mobile Platforms.

Cheil Spain also won big with its witty ‘The Art of Hack’ campaign for Samsung’s luxury Frame TV. The campaign hacks the Spanish tax system by encouraging consumers to create their own digital ‘masterpiece’ to be uploaded directly to The Frame, making it a piece of art and therefore subject to Spain’s art tax of just 10% VAT (while all regular TVs are subject to 21% tax). The Art of Hack won Gold in the E-commerce category and Bronze in Digital and Mobile Platforms.

Malcolm Poynton, global chief creative officer of Cheil Worldwide, said, “To win a Grand Prix at El Sol is special. To win two is incredible. We’re humbled to repeat this success for the second year running with our client and partner Samsung España. Thanks goes to the El Sol jurors and festival for acknowledging the ground-breaking innovation of Samsung Impulse, demonstrating how technology can genuinely improve the lives of millions, globally. And to celebrating what’s possible when creative thinking meets commerce with ‘The Art of Hack’ and its game-changing results.”

Festival El Sol took place in Málaga on 30–31 May, marking its 38th year. It was founded to celebrate Spanish and Latin-American advertising and champion creativity as a force for transformation and business growth.