Dreamers: Gold in Digital Branding at the 2026 AEBRAND Awards III Edition
The AEBRAND Awards recognize excellence in branding across Spain and Ibero-America
March 04, 2026
The “Dreamers” project has been recognized with the Gold award in the Digital Branding category at the third edition of the AEBRAND Awards, which honor the best brand strategies in Spain and Ibero-America. The award highlights a way of brand building based on listening to, visualizing, and giving a voice to the people who are part of ILUNION Hotels.
Far from being conceived as a traditional advertising campaign, Dreamers was born from a strategic decision by the Marketing and Communication team: to look inside the organization to discover stories capable of inspiring those outside. The project opens a space where company professionals share their experiences, challenges, and dreams in the first person, naturally addressing realities such as visible and invisible disabilities, mental health, ageism, diversity, and journeys of personal growth.
Through an audiovisual series distributed across digital platforms, the project has turned these stories into an authentic and deeply human brand narrative. Each episode proves that inclusion is not just a discourse, but a daily reality within the organization.
The project is part of the brand platform Where sleeping is an awakening and reflects the purpose that guides ILUNION Hotels: to build a better world with everyone included. In this sense, “Dreamers” has allowed this purpose to be translated into the digital environment through real stories that generate conversation, empathy, and inspiration.
Beyond its reach on digital channels, the project has also had a significant cultural and social impact. The stories of its protagonists have been shared in professional meetings, forums, and spaces for reflection, helping to visualize diverse role models and opening new conversations about inclusion and diversity in society.
Regarding this project, Teresa Zamora, Marketing and Communication Director at ILUNION Hotels, notes: “This recognition belongs to those who made Dreamers possible by sharing their stories with generosity and courage. Our goal was never to create advertising, but to listen and give a voice to the people who represent the purpose of ILUNION Hotels every day. When people speak, something changes.” For his part, Mario Sanz, the company’s Creative Director, adds: “Dreamers perfectly represents how we understand brand building at ILUNION Hotels: by putting people at the center of the narrative. Our work from a brand image perspective has been to create a visual and narrative language that accompanies these stories with respect, authenticity, and consistency with our purpose.”
Since its launch, Dreamers has achieved great resonance in the digital environment, accumulating more than 33 million views and over 300,000 interactions on social media. The project continues to grow and expand its reach, with two new chapters still pending release, reinforcing its mission to become a living narrative space within the brand.
With this recognition, Dreamers establishes itself as one of the brand’s most representative narrative projects, proving that stories born within an organization can become a powerful tool for brand building, inspiring society, and visualizing diversity through the lens of normality.
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