Burns Named Independent Agency of the Year at El Ojo de Iberoamérica 2025

The 2025 edition of the El Ojo de Iberoamérica International Creativity Festival has named Burns Independent Agency of the Year in Spain. This is one of the most significant awards presented by the festival, highlighting the creative excellence of the agency and how the company is able to generate impactful ideas that help brands connect with their audiences.

Burns entered only the 'Unbelievably Long Lasting' campaign for Old Spice, which has proven highly rewarding for both the agency and the campaign, as it has become one of the most awarded campaigns of the event with a total of 9 metals.

'Unbelievably Long Lasting' was launched in March 2025 and marked the first international work by a Spanish agency for Old Spice. It was rolled out in over 40 countries across Europe and Central Asia, combining a fantasy narrative with the bold, carefree personality of the brand through cinematic production.

“Creativity aside — which they have plenty of — working with Burns feels less like hiring an agency and more like adding to your own team. The way they dive in, truly understand the brand, and build things together has been a fundamental part of this campaign’s success,” said Enric Jiménez Prat, vice president personal care Europe at Procter & Gamble.

Pirates, mermaids, seahorses, and a recreation of the Nao Victoria provide the backdrop for a fun story that conveys the idea that no one can smell this good for so long unless they use Old Spice.

The campaign was produced in Rome, and directed by the award-winning Martin Jalfen, who skilfully combines humour with a unique aesthetic sensibility.

"Old Spice is a reference in the international advertising industry, and being part of building their brand is a privilege," said Carla Alexander, CEO of Burns.

"It is incredibly exciting that El Ojo has given us this award because it reinforces the agency's current success and helps us continue demonstrating that good ideas, humour, and craftsmanship are the way to connect with audiences and make a real impact on our clients' businesses," Carla concluded.

Founded in 2008 and led by Carla Alexander and Raquel Serón, Burns is an independent digital creative agency with oƯices in Madrid and Lima. It advocates for innovative ideas and creative solutions that have a real impact on business outcomes.

With a team of over 145 people, Burns boasts top talent in each area of specialisation, offering services such as data intelligence, creativity, and influencer marketing to clients across various sectors, including the International Olympic Committee, Lexus, and the aforementioned Old Spice, among others. Burns is thus positioned as one of the most promising independent creative agencies in the international market.

Awards for 'Unbelievably Long Lasting' by Old Spice at El Ojo de Iberoamérica 2025:

Gold x1

• Integrated Production – Audiovisual Production

Silver x3

• Direction – Audiovisual Production
• Direction of Actors – Audiovisual Production
• Personal Care Products – Health & Pharma

Bronze x5

• Products – Film
• Commercials up to 120 seconds – Film
• Photography – Audiovisual Production
• Art Direction – Audiovisual Production
• Script – Audiovisual Production