“Branded content” project Table for 3, a three-seater table, won the bronze statuette in the Content-Awareness category. It was developed by the communications consultancy Grupoidex for the Toller Europe company, recognized at the National Creativity Awards.
The gala took place last Saturday at San Sebastian’s Kursaal. It hosted the presentation of these annual awards, issued by the Club de Creativos de España, the go-to authority for advertising and communication in the country.
The recognition celebrates an initiative that brings visibility to a global and pressing issue: food waste. According to United Nations data, the scale of wasted food remains a critical challenge, with projections suggesting that humanity could face food shortages by 2050 if current patterns persist. The campaign anchors a broader set of communication actions and a short film that stars Luis Zahera, Paco Tous, and Nacho Guerreros. The narrative follows five friends who reserve a table only to discover that the exclusive restaurant can seat just three guests upon their arrival.
Photo caption: Table for 3.
Bronze for Grupoidex marks the agency’s standout achievement as the only Alicante-based agency to receive a medal, in a print that highlights the exceptional quality of the work presented.
Table for 3 stood as a concrete example within the XXIV Yearbook of Spanish Creativity, a compilation featuring 154 leading projects and notable creators of the year.
Gastro Cinema awards Table of 3 is a short film that demonstrates there are fresh ways to tell stories
The piece underscores how new formats and narrative approaches can redefine branded content, offering audiences an engaging experience that goes beyond traditional advertising. It showcases the discipline’s potential to combine entertainment, social insight, and cinematic craft in a single, compact story.
consolidation
In this way, Grupoidex strengthens its stance in the international scene, aligning with a Top 100 list of creative agencies in the country. The work reinforces a distinctive approach to conceptualizing and producing branded content, aiming for resonance across four key dimensions: social and media relevance, alignment with the brand and its audience, impact of the campaign format itself, and enduring value for the partner and viewers.
The judging panel for the Content category this year included Aitziber Izurrategi, Director of Customer Service at Mono Madrid; Ana Delgado, Creative Director at Una de Bravas; Ángel Torres, Creative Director at El Ruso de Rocky; Borja Prado, Director of the Madrid School of Content; Tania Riera, Executive Creative Director at Ernest; Tomás Ostiglia, Creative Director at Lola Mullenlowe; and Úrsula Mejía Melgar, Marketing Director at Diageo. [Attribution: Club de Creativos de España]