The jury valued the creativity and humour used in its radio campaigns, specifically those for Leroy Merlin and Asociación de Radios Comerciales, for their ability to connect with audiences in an effective and memorable way. Through a witty and narrative approach, they have managed to convey complex product messages in a fun and accessible way. The use of humour not only captures attention, but also reinforces brand identity, generating a closer relationship with listeners and ultimately building audience loyalty and engagement.