Cannes Contenders 2026: Spain

Netflix From Madrid to Upside Down

Together with the agency Carmelo y Willy, Netflix turned one of the most regular and overlooked elements of the urban environment into a smart and unexpected media placement.

Instead of relying on traditional outdoor formats such as billboards or posters, the campaign used manhole covers to surprise people in the middle of their everyday routines. By breaking away from the usual rules of outdoor advertising, the campaign transformed something as ordinary as a manhole cover into a format with genuine attention-grabbing impact.

Netflix – From Madrid to Upside Down

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Agency Carmelo y Willy

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Fuck cancer Beat Cancer Off

Beat Cancer Off stands out as one of this year’s strongest contenders for the way it uses humour within the health category. Campaigns about such sensitive issues rarely approach the topic in this tone, but VML Health clearly understood that sometimes the best way to deal with a serious issue is to treat it with a sense of humour.

Combined with strong craft and a catchy song, the result is a campaign that feels bold, memorable and genuinely enjoyable at the same time.

Fuck Cancer – Beat Cancer Off

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Agency VML Health/New York
Production Company Dirty Work
Director Gustavo Leal

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Agency VML Health/New York
Production Company Dirty Work
Director Gustavo Leal
Music Jamute
Global Chief Creative Officer Debbi Vandeven
Chief Creative Officer Melissa Routhier
Group Creative Director Bruno Guimaraes
Creative Director Derek Sherman

Executive Creative Director Gustavo Dorietto
Creative Director Fernando Fregate
Creative Director Leo Rincon
Creative Eduardo Dominguez
Creative Cris Calabuig
Creative Gabriel Guedelha
Creative Arthur Daraujo
Creative Udo Nery

Creative Alex Collares
Director Faga Melo
Executive Producer Ito Andery
Executive Producer Juliana Aterje
Production Coordinator Rafaela Bitencourt
CG Supervisor Rodolpho Roth
Animator Director Caique Moretto
Animator Faga Melo

Animator Jefferson Lima
Illustration Antonio Luvs
Illustration Felms
Illustration Bernardo Franca
Illustration Fernando Molina
Illustration Lufe
Illustration Luiz Fernando Bellini
Illustration Marcos Goularte

Illustration Gustavo Leal
3D Animation Larissa Marques
3D Animation Vinicius Pimenta
2D Traditional Animation Bruno Leal
2D Traditional Animation Genoviz Pagani
2D Traditional Animation Jefferson Lima
2D Traditional Animation Robson Menezes
2D Animation Augusto Galvao

2D Animation Barbara Souza
2D Animation Caique Moretto
2D Animation Gerson Germano
Colorist Vini Azevedo
Music Director James Feeler
Music Production James Feeler
Sound Designer Otavio Bertolo
Executive Producer Gabriela Alberti

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Ministry of Equality The Treasure Hunt

A simple setup, classic camera movements and a powerful performance come together to tell a chilling story in which a father kidnaps his daughter in order to hurt his ex-partner.

Ogilvy Spain goes for maximum simplicity in the execution to portray the extreme brutality behind such a sensitive issue as violence against women.

Secretary of State for Equality and for the Eradication of Violence against Women – La Búsqueda del Tesoro (The Treasure Hunt)

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Agency Ogilvy/Madrid
Production Company Rebolucion/Madrid
Director Agustina Macri

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Agency Ogilvy/Madrid
Production Company Rebolucion/Madrid
Director Agustina Macri
Sound Design Isilik Studio
Sound Studio Iberian Media
Chief Creative Officer Roberto Fara
Executive Creative Director Javier Senovilla
Executive Creative Director Juan Pedro Moreno

Creative Director Guillermo Fernandez
Creative Director Pablo Poveda Moreno
Executive Producer Pablo Riano Sanchez
Producer Fran Ruiloba
Producer Luna Utrero
Audiovisual Production Director Aaron Lago
Executive Producer Ramon Corominas
Executive Producer Sete Ledo

Art Director Eric Dover
DP Bet Rourich
Editing Vicente Alvarez
Postproduction Director Elena Nebreda
Postproduction Manager Javier Rodriguez
Animation Motion Graphics Carlos Camarillo
VFX Lead Jorge Febrero
Color Paula Ruiz

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Dove r/eal reviews

For some time now, the industry has been dominated by influencers whose content is heavily shaped by brands. That is why it feels refreshing to see Dove return to the darker corners of the internet and Reddit forums to continue building on its long-standing commitment to honesty.

In doing so, the brand once again redefines the meaning of “REAL” within its iconic Real Beauty platform in a way that feels culturally relevant rather than nostalgic.

Dove – r/eal reviews

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Agency DAVID/Madrid

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LaLiga 42 Legacies, 42 Ways to Win

A classic story, told the way it has always been told, and still capable of moving audiences just as strongly. The agency El Ruso de Rocky demonstrates that a classic narrative, without tricks or unexpected twists, can still express something that feels almost obvious: football is about far more than football itself.

As David Ogilvy used to say, the best ideas are usually the simplest ones. And LaLiga is a perfect example of that. Make sure you have tissues ready before watching. Oh, and one small tip: the song is called Contigo Aprendí (With You, I Learned).