Packed house in Murcia: more than 320 people turn the second edition of Impacta Festival into a celebration of advertising with purpose

Murcia, 7 November 2026. Not a single empty seat. With the venue at full capacity and more than 320 people in the room, the HUB Audiovisual in the Artillery Barracks in Murcia hosted the second edition of Impacta Festival this Friday, 6 November, the gathering that brings together major brands and companies, media, agencies, advertisers, institutions and students around an idea as simple as it is powerful: communication can also change things.

All afternoon, the former barracks became the epicentre of creativity with a conscience. Hosted by Fran Sáez, the day strung together top-level talks, campaigns that have defined an era, pure emotion and an audience engaged from start to finish. If anything became clear in Murcia, it is that purpose is no longer a passing fad but the new way of understanding the craft.

Organised by IAP · Impacta Asociación Publicitaria, Impacta Festival was born with a clear mission: to show that advertising can be much more than a commercial tool. It is not a contest or a creative competition, but an open platform for campaigns, projects and initiatives that use communication for social change. And in its second edition, the message has landed more than ever. The festival was also held in support of Cáritas Murcia.

Murcian talent conquering Madrid

If one talk left the room breathless, it was Ogilvy Spain’s. Pablo Poveda, a Murcian through and through, trained at UCAM and based in Madrid, took the stage with Guillermo Fernández, both creative directors at the multinational, for one of the most revealing contributions of the afternoon. Their talk focused on the fight against gender violence and on the campaigns developed for Spain’s Ministry of Equality, such as “Charo”, the ministry’s Christmas campaign, a showcase of how creativity can stir consciences. Behind their work there are also pieces that have given people plenty to talk about, such as “Con mucho acento”, the Cruzcampo campaign that virtually brought Lola Flores back.

And they saved the best for last: “La búsqueda del tesoro” (“The treasure hunt”), a campaign written by Argentine author Hernán Casciari and starring Spanish actress Esther Expósito.

Another Murcian shining in the capital, Rafa Gil Fuentes, Executive Creative Director at CHINA by LLYC, focused on how to build authentic brands through sustainability, consistency and responsible consumption. Trained at UCAM and with more than fifteen years of experience, he has created campaigns for brands such as BMW, IKEA, Banco Sabadell, Santander and Adolfo Domínguez, with awards at Cannes Lions, El Sol, Laus and Club de Creativos. And he has never forgotten his homeland: in 2021 he was one of more than thirty Murcian creatives who voluntarily supported the signature drive to give the Mar Menor legal personhood.

The crowning moment came from Miguel Olivares and Javier Carrasco, founders and chief creative officers of La Despensa, one of Spain’s best-known independent agencies. Founded in Madrid in 2003, it has worked for Adidas, Mini, Sephora, Antena 3 and Pepsi, and has put its talent at the service of causes such as Good Max, against childhood cancer. Their talk, a demonstration of the power of creativity to transform realities, closed the programme in style.

A line-up with soul

The afternoon kicked off with Maite Pellicer, journalist, advertiser and lecturer at the Faculty of Communication and Documentation at the University of Murcia, who presented her book La publicidad, el filósofo estoico del siglo XXI (“Advertising, the Stoic philosopher of the 21st century”).

Soledat Berbegal, board member at Actiu, presented Life Friendly Spaces: design at the service of life, while Lucía de la Vega, of the Impacta Association and Gettingbetter, shared the conclusions of the Impacta Meetings: trends, challenges and opportunities for companies that want to build purpose into their communication.

A festival at the service of good causes

Impacta does not just talk about purpose: it practises it. Since its birth, the festival has been held in support of a social cause, which it also puts in front of hundreds of professionals, brands and students. If in the first edition the protagonist was ASSIDO, this year the baton passed to Cáritas Murcia.

Led by Eva María Rabasco, secretary general of Cáritas Region of Murcia, the organisation presented Moda Re on stage, its circular-economy project applied to the textile sector. A pioneering initiative that collects and responsibly manages used clothing, gives it a second life through sustainable design and, along the way, creates jobs for people at risk or facing social exclusion. Sustainability, job placement and social innovation in a single project, and proof that fashion can also change lives.

Students, the heart of the festival

If the HUB shone, it was largely thanks to them. Communication, advertising and design students filled much of the room and lived the day as a true masterclass, the kind you never forget. They could not have been happier with all the knowledge they gathered over a fantastic afternoon in which they had the chance to listen, ask questions and connect with some of the most influential professionals in the sector.

One of the most moving moments came with the story of Egoitz and Itzi, two students from the Basque Country who travelled ten hours by bus so as not to miss the event. A gesture that sums up the spirit of Impacta like no other.

Live music, wine, beer and Impacta Expo

The break was much more than a pause. Live music from Piña Sonora and Golden Kiwis accompanied catering by Detroit, wines from Bodegas Luzón and beers from Estrella de Levante, while attendees walked through Impacta Expo, an exhibition of around twenty purpose-driven campaigns, made possible by CartonLab’s panels and Gremio Creativo’s printing.

“We will keep doing it with all our heart”

Guillermo Sojo, driving force behind the event and president of IAP · Impacta Asociación Publicitaria, made no attempt to hide his emotion when taking stock. He explained that this second edition exceeded all expectations and that the audience responded incredibly to the call of purpose.

“Honestly, it is a joy to see this place packed with so many people eager to share purpose. We don’t quite know where all this is taking us, but we will keep doing it with all our heart, just as we did from the beginning,” said Sojo.

But the most emotional moment came when Sojo spoke from the heart:

“Nobody gets paid a single euro here. Behind Impacta there are months of work, sleepless nights and hours I steal from my children. And each of those hours is rewarded by what we saw yesterday: a room full of people who believe communication can do good. Seeing this space like this, packed and moved, confirms to me that it was all worth it.”

And he closed with a message of gratitude:

“If there is one thing I take from this edition, it is enormous gratitude. When purpose is real, people respond, and yesterday we saw it: hundreds of people chose to spend their afternoon on a common cause. That is not paid for with money, it is paid for with joy. And that joy is what pushes us to keep going.”

Next stop: Buenos Aires

The big surprise was saved for the end. Sojo announced that Impacta is crossing the Atlantic: in April 2027 the festival will hold a new edition in Argentina, specifically in Buenos Aires, together with the Universidad Abierta Interamericana and the Consejo Publicitario Argentino. An international leap that makes Impacta a creative bridge between Spain and Latin America.

But Murcia is not being left behind. The organisation definitively confirmed that Impacta will return to the city in October 2027. And it will do so with more ambition than ever: after the Argentine edition, the association plans to promote exchanges of creative talent between both countries, opening the door to the next Murcia event featuring a world-class international line-up. Murcia, without a doubt, is now on the map of purpose-driven advertising.

Recognitions with a name

The final stretch was a torrent of emotions, with Guillermo Sojo and Marcos Palena, president and vice-president of IAP, handing out the awards. Jorge Martínez, honorary president of IAP and author, with Germinal, of “Pastillas contra el dolor ajeno” for Médicos Sin Fronteras, chosen by Club de Creativos as the best idea of the decade in Spain, received the first award of the night. The second went to Murcia City Council, which trusted the project from day one and opened the doors of the HUB Audiovisual to it. All the speakers then received their Impacta 2026 distinction before the big family photo that crowned the afternoon.

And because every great celebration deserves a great finale, the night continued with a toast with Estrella de Levante and music from DJ Tano, who got a HUB that refused to say goodbye dancing.

Thanks to those who make Impacta possible

Impacta Festival 2026 was made possible by the support of Murcia City Council and the HUB Audiovisual; the University of Murcia, UCAM and ENAE Business School; Grupo Inmobiliario Wereal, ElPozo Alimentación, Olimpic Club, Estrella de Levante, Detroit and Bodegas Luzón; CartonLab and Gremio Creativo; ADG-FAD, Gràffica, BLANC! Festival and Agencia Horia; and La Opinión de Murcia, official media partner, and Murcianeo. The event is organised and produced by IAP with DKZ Studio, 7PIX, AVM and Getting Better. And, of course, thanks to the IAP team: Marcos Palena, Lucía de la Vega, Eva Cano and Sergio Espín.

About Impacta Festival

Impacta Festival is an initiative of IAP · Impacta Asociación Publicitaria that brings together brands, agencies, universities, institutions and students around purpose-driven advertising. Considered Spain’s first social advertising festival and the first advertising festival in the Region of Murcia, it is complemented throughout the year by capsules such as Impacta Meetings, Impacta Expo and Impacta for Good. More information at impactafestival.com and on our Impacta Festival 2026 page.

Press contact: Guillermo Sojo · guillermo@impactafestival.com

Frequently asked questions about Impacta Festival 2026

How many people attended Impacta Festival 2026?

More than 320 people filled the HUB Audiovisual in the Artillery Barracks in Murcia, at full capacity, on Friday 6 November 2026.

Who organises Impacta Festival?

IAP · Impacta Asociación Publicitaria, with DKZ Studio, 7PIX, AVM and Getting Better. The IAP team is Marcos Palena, Lucía de la Vega, Eva Cano and Sergio Espín, and its president is Guillermo Sojo.

Who benefited from the 2026 edition?

Cáritas Murcia, which presented its circular-economy textile project Moda Re. In the first edition the cause was ASSIDO.

When is the next edition of Impacta Festival?

Impacta will hold an edition in Buenos Aires (Argentina) in April 2027, with the Universidad Abierta Interamericana and the Consejo Publicitario Argentino, and will return to Murcia in October 2027.