Production company and advertiser will address the success behind “The cause of the accident that provoked the fire,” one of the most talked-about campaigns of 2025 that reflects the power of institutions to ignite the spark of advertising creativity.
The VIII Edition of the APCP Advertising Film Production and Post-production Activities, which will take place on March 11th, from 10 a.m. to 2 p.m., at the Teatro Echegaray within the framework of the Málaga Festival, hosts one of the most anticipated talks of the program: the case study of “The cause of the accident that provoked a fire”, presented by our associated production company CANADA, and ICEX as the advertiser.
Following the resounding success achieved at the Advertising Film Production and Post-production Days in Valencia last November, this session now comes to Málaga to continue sharing the creative and productive process of one of the most brilliant and recognized campaigns of the last year. The piece has won Best Production of 2025 at the APCP Awards, consolidating itself as a benchmark for the creative and narrative power of Spanish advertising.
On this occasion, the lecture will be presented by Alba Barneda, Managing Partner of CANADA, along with an ICEX representative (to be confirmed), who will break down the keys to a work that has won over both the public and major international festivals. A conversation that will allow for a deep dive into the ins and outs of the creative process, production, strategy, and collaboration between the production company and the advertiser that made this unique project possible.
Conceived as a fiction short film, the piece is part of the Audiovisual From Spain program, promoted by ICEX, with the aim of projecting national creativity internationally. Under the direction of Lope Serrano, fire becomes a powerful metaphor for the creative spark that drives the audiovisual sector: an unpredictable, transformative, and profoundly human energy.
Starring Berta Prieto, alongside Bárbara Lennie, J. A. Bayona, and Miguel Herrán, the story follows an actress investigating the accident that caused a fire during a shoot. An event that, beyond the narrative, symbolizes that magical instant when inspiration ignites and creation turns into art.
The international journey of the campaign has been extraordinary, highlighting its ‘Yellow Pencil’ for ‘Most Outstanding Creative Excellence Direction / Long Form’ and its ‘Graphite Pencil’ for ‘Writing for Advertising’ at the D&AD Awards 2025, in addition to recognition at festivals such as Ciclope Festival and The Shark Awards, reaffirming CANADA as one of the most influential production companies on the global scene.
This session will be a unique opportunity to understand how advertising can dialogue with the language of fictional cinema, reaching heights of creative and emotional excellence, in perfect harmony with this edition’s claim: “where advertising and cinema meet.”
