At APPLE TREE, we believe NEW THINKING can change a brand—and sometimes the world. It is the philosophy that has guided us from the beginning: purposeful communication, strategic creativity and courageous ideas designed to build cultural relevance and deliver measurable business impact. This year, two initiatives driven by our agency have been recognised in ‘The 100 Best Ideas of the Year’, one of Spain’s most prestigious business innovation awards, presented annually by Actualidad Económica, the business supplement and economic section of El Mundo.

The two recognised ideas reflect the breadth of impact that integrated communications can create: Gas Verde Sí, a platform created to accelerate the adoption of biomethane in Spain and move sustainability higher up the public agenda; and Creator Hub, developed in collaboration with Radisson Hotel Group to champion creator talent and bring a more scalable, authentic model to hospitality marketing.

Gas Verde Sí: accelerating biomethane adoption in Spain

Decarbonisation is one of the defining challenges society will face in the coming decades. Building a cleaner country requires wind and solar power, but also biomethane—or green gas: a clean, 100% Spain-produced energy source that is ready for immediate use, yet still lacks sufficient political and public support.

Gas Verde Sí was conceived as a collective call to action in support of biomethane, bringing organisations together around a shared ambition to reach society, broaden understanding and position green gas as a strategic part of Spain’s energy transition.

In just six months, the initiative achieved significant milestones:

  • More than 300 companies and industry associations joined the platform.
  • It launched NADA, Spain’s first public awareness campaign dedicated to biomethane.
  • It positioned biomethane as a viable alternative in the national debate on decarbonisation and Spain’s future energy mix.
  • For the first time, Spain’s Congress of Deputies heard directly about the power of green gas and why it should be prioritised.

Creator Hub: redefining authentic storytelling in hospitality

Creator Hub is an always-on proprietary platform that connects hotels directly with content creators to generate authentic, high-quality content at scale. Rather than relying on isolated influencer campaigns, it creates a long-term creator ecosystem built on access, value exchange and community.

In just four months, Creator Hub attracted more than 300 hotels and more than 100 content creators, demonstrating that lasting infrastructure can outperform campaign-led influencer marketing in credibility, creativity and efficiency. More than influencer marketing, Creator Hub is a new operating model for content creation in hospitality.

Spain’s ‘100 Best Ideas of the Year’

With almost five decades of history, Actualidad Económica’s 100 Best Ideas of the Year awards recognise the most disruptive, useful and original initiatives, campaigns, products and services launched in Spain over the past year. The awards do not simply celebrate the companies with the highest turnover; they spotlight the ideas with the power to shape markets, shift conversations and create tangible value.

For companies and communications agencies alike, inclusion in this list is a highly coveted mark of reputation and innovation. It acts as a snapshot of the trends defining the future of innovation, applied technology and brand positioning in Spain, while recognising the teams capable of transforming a strong idea into measurable, innovative impact.