APPLE TREE, the agency that applies NEW THINKING to help brands transform their communication and connect with peoplehas been recognised at the 2025 Eficacia Awards, taking home three prizes for its work with Mahou San Miguel and Casa del Libro. The awards celebrate the creativity, collaboration and effectiveness of ideas that deliver measurable business impact.
Double gold for Mahou San Miguel’s “Especial San Isidro” campaign
The agency won two Gold awards for Mahou San Miguel’s Especial San Isidro campaign, winning in the categories of Best Integrated Action and Best Regional Campaign.
Developed in collaboration with &Rosàs, MRM, Tango and Zenith, with APPLE TREE leading PR, the campaign paid tribute to Madrid during its San Isidro festivities, celebrating the city’s open, festive and welcoming spirit.
Coinciding with the San Isidro festivities, Mahou reinterpreted Agustín Lara’s iconic chotis “Madrid” with the help of three bands closely linked to the capital—Delaporte, Ginebras, and Sidecars— to reinterpret the song through their own musical lens. The result was an emotionally resonant celebration of Madrid that connected strongly with local audiences and reflected the authenticity and closeness at the heart of the brand.
Bronze for Casa del Libro’s “A unos libros de distancia” campaign
APPLE TREE also received a Bronze Eficacia Award for Casa del Libro’s campaign A unos libros de distancia, recognised in the category for campaigns with a budget under €250,000.Created in collaboration with This is Libre and Sound Connections, the campaign promoted Casa del Libro’s recommendation service, inviting readers to discover the books that bring them closer to their dreams, and to the people they want to become.
Together, these three awards reinforce APPLE TREE’s position as one of Spain’s most effective and innovative agencies. The recognition reflects the strength of collaborative work, the trust placed in the agency by its clients, and the power of NEW THINKING as a philosophy for creating ideas with purpose, relevance and real impact.
