APPLE TREE’s creative campaign ‘The Passion Is the Same’ has won the 2026 ASPID Award in the Corporate Communications Campaigns category.

The ASPID Awards are the benchmark honours for Ibero-American advertising, communications and marketing in the healthcare and pharmaceutical industries. They recognise creativity and strategic rigour across campaigns for prescription medicines, over-the-counter healthcare, eHealth, veterinary products, institutional communications and social awareness initiatives.

In this emblematic 30th-anniversary edition, the awards recognised outstanding healthcare campaigns that bring together technological innovation, scientific communication and social impact.

Developed by APPLE TREE, ‘The Passion Is the Same’ is an audiovisual awareness campaign launched in May 2025 to mark the International Day of Women’s Football. Created in partnership with the grassroots women’s football clubs Women’s Soccer School Barcelona and CE Seagull Badalona, the campaign shines a light on girls’ football from the earliest stages of the game.

Its purpose is to raise the visibility of girls’ grassroots football and challenge the inequality of opportunity young female players continue to face — including lower investment, fewer resources and less media attention than boys’ football — while demonstrating that enthusiasm, commitment and passion for the sport know no gender.

The creative idea

The campaign centres on a film built around a powerful narrative contrast.

Visually, viewers see real footage of the youngest girls’ teams training, battling for possession, creating attacking plays and celebrating goals with the same epic intensity and emotion associated with elite football.

The creative hook comes through the soundtrack: the girls’ plays are narrated by some of Spain’s most recognised sports journalists and commentators, voices more commonly associated with top-flight men’s football:

  • Miguel Quintana (Radio Marca)
  • Lluís Flaquer (Cadena SER)
  • Bernat Soler (Catalunya Ràdio)
  • Javier Amaro (Radio Marca)

By overlaying the vibrant voices usually reserved for the goals of First Division stars onto the real effort of young girls playing the game, the campaign lands its central message with clarity and impact: the effort, drive, courage and passion are exactly the same — but the context and support they receive are still not.

More than an awarded creative campaign, ‘The Passion Is the Same’ is a purposeful call to action for institutions, the media and society as a whole. It champions greater investment in grassroots women’s football and shows how strategic creativity, cultural relevance and courageous communication can help drive meaningful change from the foundations of the sport.