Artificial intelligence was the theme chosen in this edition of the IMMA Awards, in a ceremony organised by fourth-year Advertising and Public Relations students for the subject Public Relations Workshop 2, led by students Patricia Palà and Alex Moliner.

The creativity and social awareness of the students were seen in many of the projects. The Methos Media first prize went to “¿Qué se supone que harás?” [What are you supposed to do?] by fourth-year Audiovisual Communication students Jorge García Guerrero and Camila Fernández-Cruz Romero, which is a reflection on the importance of environment and sustainability, with social awareness as the driving principle. The project consists of an audiovisual montage with a poem read twice (backwards in the second reading), which is interpreted in a totally different way.

The Contraste second prize, went to “Quimera” [Chimera] by second-year Advertising and Public Relations students Ivet Berdié and Martí Figueras. The project makes a contrast between dance and the industrial theme. The Methos Media third prize went to “El Hedonista” [The Hedonist] by Tadeo Bouillon Font and Ismael Valdeavellano Fuentes, students at the Swiss School of Santiago, Chile.

This year’s edition had a musical performance by second-year Audiovisual Communication student Mar Rivière and by Anne Lukin, who sang live with guitarist Ferran Pontón and presented her new music video for the first time.

Pere Buhigas, acting dean and lecturer of the Faculty of Communication Sciences, closed the ceremony by congratulating all the winners and thanking the sponsors for their support and all the students and teachers involved in organising the awards ceremony. Buhigas stressed the need for events like the IMMA Awards. “For Advertising students, this event gives them a closer look at the world of event management. For Audiovisual Communication and Journalism students, it is a showcase for their talent. And everyone, access to the professional world that is out there waiting for you to arrive,” he said.

He also presented the Special Mention UIC Barcelona Values prize. “Values are a human trait, and not something software or machines or algorithms can produce. Placing the person at the heart is very important to us.”

The jury was made up of lecturers Marta Narberhaus, Isadora García, Luggi Sarrias and Miguel Ferrández Barturen, director general at Methos Media, as the jury for the Methos Media Special Category.

Sponsors of the 13th IMMA Awards were Methos Media, Contraste and La Caixa Foundation. Collaborators included Port Aventura, U!Dance, Instax Fujifilm, and Mucha Fibra. The UIC Barcelona School of Architecture also showed its support by making the awards trophies. Audiovisual Communication students helped with the introduction video for the gala and the chyrons.

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The rest of the awards by categories were as follows:

• Photography and Graphic Arts: “Tres gels” by Santi Salvador, first-year Audiovisual Communication student.
• Sound and Music: “Hey Jude” by Eduardo Aguirán, first-year double degree in Journalism and Audiovisual Communication student; Pablo Prats, first-year Advertising and Public Relations student; Santiago Salvador, first-year Audiovisual Communication student, and Mireia Espelt.
• Fiction Production: “Dustbin” by Martina Capdevila, fourth-year Audiovisual Communication student.
• Non-Fiction Production: “Panissola” [Grass] by Adriana Homar, Pablo Ruzafa and Àlex Solergibert, third-year Audiovisual Communication student.
• Transmedia Advertising Campaign: “Urban sublime” by fourth-year Audiovisual Communication students Martina Capdevila, Maria de Castro, Víctor Grau, Carla Palos, Marta Sentenach, Manuela Vallmayor and Sergio Velilla.
• Special Mention UIC Barcelona Values: “Proyecto Nazaret [Nazareth Project]” by Víctor Martínez, Carla Pena and Irene Sánchez.