The 2016 Efficacy Awards took place last Thursday at the Real Theatre of Madrid which saw PHD Spain awarded Bronze in the Special Internationalist category for “The Smile of the Sun” for client Canary Islands Tourism. PHD was also shortlisted in the category of Commercial Communication Efficacy, less than 250.000€ budget.

This is just a one more recognition of the successful campaign created by PHD Spain for Canary Islands Tourism destined to promote the singularities of the Canarian climate as its main tourist attraction. “The Simile of the Sun” relates through a 25-minutes documentary the experiences and feelings that eleven native Greenland Inuit lived during their visit to the Canary Islands, a totally opposite scene to the extreme climate and temperatures below zero to which they are accustomed in the Artic.

The documentary was posted on the website and was presented with a big event in Madrid attended by travel and lifestyle bloggers and influencers. The campaign was a great success, which made the content spread organically even outside the campaign period.

The award was collected by María Teresa Lorenzo, Minister of Tourism, Culture and Sports of the Canary Islands Government, María Méndez, managing director of Promotur Canary Islands Tourism, Matías Mateu, group account director of PHD Spain and Andrés García, creative director of PHD Spain.

The Commercial Efficacy Awards, which have already 18 editions and are organized by the Spanish Association of Advertisers (AEA) and SCOPEN, are one of the most important contest for the advertising industry in our country.