Exterior Plus has announced the winner of its inaugural ‘El Mejor Brief del Mundo’ (The World’s Best Brief) contest, established to reward creative excellence in Out-of-Home (OOH) advertising. APPLE TREE, in collaboration with the Gas Verde SÍ platform, took the top prize for its awareness campaign, ‘NADA’ (NOTHING). The proposal was praised for its impact, originality, and innovative use of Exterior Plus formats.

The campaign features a simple yet powerful scene: a person on a sofa doing absolutely nothing—yet changing the world. Created by APPLE TREE for Gas Verde SÍ, ‘NADA’ promotes the development of biomethane (green gas) as a sustainable, stable, and affordable energy alternative.

The project is a social awareness initiative that highlights the advantages of integrating green gas into the country’s renewable energy mix, emphasizing one of its key benefits for consumers: using clean energy at home without the need for renovations or additional installation costs.

“With this award, we wanted to open up Out-of-Home Advertising to the freest imagination. APPLE TREE’s proposal perfectly reflects the spirit of the contest: leveraging our formats to excite, surprise, and innovate,” says Ágata Romo, Marketing Director at Exterior Plus.

According to Carme Miró, CEO and founder of APPLE TREE:
“This campaign is not just a communication initiative but a call to action with a profound social purpose: accelerating the development of green gas or biomethane in Spain as a renewable, manageable, circular energy source that generates local employment. Maximizing its reach is essential, and this recognition is another step in building this mindset among consumers.”

The Gas Verde SÍ platform adds:
“The European Union has set a climate neutrality goal for 2050. This means that Spanish households will need to rely on 100% green energy in the coming years. Achieving this will require the rapid and affordable development of diverse energy options, ensuring supply through a balanced energy mix with minimal economic impact. Campaigns like this help build public understanding of why green gas matters.”

National visibility for Gas Verde SÍ

The campaign will run for ten days across major digital platforms of Exterior Plus in shopping centers, parking lots, and street furniture, as well as on iconic large-format screens such as the Tecnohito in Benidorm.  achieving massive and diverse reach. The rollout ensures broad national coverage, connecting wth both local audiences and those on the move, maximizing impact and showcasing the flexibility and reach of OOH advertising in both digital and physical environments.

With this recognition, El Mejor Brief del Mundo fulfills its promise: unleashing creativity without briefs, budgets, or limits, bringing great ideas out of the drawer and into the public space..

Launched during the Creativity Club sessions in San Sebastián, El Mejor Brief del Mundo was conceived to push the limits of OOH creativity — removing briefs, budgets, and constraints to let ideas lead. Developed with creative strategy by Darwin & Verne, the initiative reinforces Out-of-Home as one of the most powerful and flexible media for brands today.