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20th El Ojo De Iberoamerica Results Revealed


A review of the 15 commercials awarded a Gran Ojo at the 20th El Ojo de Iberoamerica festival

20th El Ojo De Iberoamerica Results Revealed
The 20th El Ojo de Iberoamerica festival celebrates the best creative ideas of the region. The Grand Prix for Digital Production and the one for Design went to "Un nuevo banco connected by design" (A new bank connected by design), which also received 3 Silver and 1 Gold award. Under Fabiano Coura’s creative leadership, Bradesco Bank was turned into a fully digital platform allowing its clients to conduct any kind of online transaction in a faster and interactive way.

Luciana Cani, President of the jury for the Design category as well as Senior VP and Executive Creative Director at Lápiz, said that it was a hard choice between two spots and they finally opted for the one where design represents an actual business solution. Saulo Rodrigues, Executive Creative Director at R/GA, referred to this award saying: “This is a very significant award for us. First and foremost, I’d like to thank Jefferson and Bradesco Bank with whom we have a two-and-a half-year business relationship. These results are only attainable with a strongly connected team, a family. Four people made it here to represent a whole army. This recognition only proves that we are on the right path and that this partnership still has many stories to tell. Thank you!”
"Google Home of the Whopper" , by DAVID Miami, was awarded the Grand Prix for Media and the Third Eye (Tercer Ojo). This spot developed for Burger King uses the high-end technology available at homes to promote its most famous burger. Ricardo Casal, Associate Creative Director, said: “First a big thank-you to El Ojo and the jury! We are deeply moved by this award since it only shows the passion and perseverance we are constantly devoting to our job. We regard El Ojo as a very special festival, so we apologise for not being there now. We would have loved to be there but we could not for work reasons.”
The Grand Prix of the Film category went to "Culo y Calzón" (As Thick as Thieves), where the new “ConverS.O.S.” tells the story of a close friendship between two guys that ends after a betrayal. This spot, created by McCann and commissioned by TyC Sports Argentina, was produced by Doble A and directed by Watta Fernández.

Fernando Sarni, CEO of Mercado McCann Argentina, underscored the effort made by the “Nicos” arguing that “our two creative directors worked very hard on this” and thanked “those 35 people who show up at the office every day eager to generate fresh ideas. Thank you!”

"Burning Stores" by DAVID Miami for Burger King received the Grand Prix for Graphics. This piece featuring a set of images of stores wrapped in flames, intended to show that Burger King’s restaurants have burnt more than other fast food stores because they truly flame-grill their burgers.
“Campaigns awarded a GP always trigger some sort of unhealthy envy (laughs). This is the kind of spot that anybody wants in their reel, their agency. Images are amazingly recreated, the craft is flawless and the idea is brilliant, with the addition of a strong underlying message. In sum, it has all the ingredients required for a GP”, said the President of the jury for this category, Mauricio Rocha, who is also Chief Creative Officer at Young & Rubicam Madrid and member of the agency's Global Creative Board

The Grand Prix for Radio was given to “Elena - Día de la madre” (Elena, Mothers’ Day). The commercial developed by McCann España for Campofrío adopted an original approach to the idea of providing customers with a very special gift on Mothers’ Day. Campofrío phoned some people living abroad whose mothers were loyal customers of the brand and made two different proposals to them. The first option was a ticket for their mothers to travel and meet them on their day. The shock and happiness of the interlocutors was soon confronted by the second offer: instead of paying for their mother’s ticket, the company would send a suitcase containing 23 kg of Navidul Spanish ham (the maximum weight allowed by airlines). In a mix of hesitation, laughs and requests to keep it confidential, clients ended up choosing the second option.
The Grand Prix for the Interactive category went to "Lecciones de Español" (Spanish Lessons) by Alma DDB for Netflix. When a fan twitted that watching “Narcos” was like attending free Spanish lessons, Alma DDB toyed with the idea of Pablo Escobar becoming Spanish teacher. They then made a brief tutorial with the characters of the show teaching their fans the Spanish expressions they would not quite learn at a grammar school.
The Chilean agency Raya was awarded with the Grand Prix in the Mobile category thanks to the spot entitled “La última llamada” (Last Call) on organ donation, and commissioned by the Corporación del Transplante. Eva Santos, President of the jury for this category and Global Chief Creative Officer of Proximity Worldwide and General Creative Director at Proximity Spain, said: “This category has been widely debated to precisely identify the idea that was capable of posing a real paradigm or of opening new doors. We opted for the most “mobile” idea, the one that could not have been possible without this device. It is a creative idea, not merely formal —precisely along the lines of what I was looking for. It is also a significant, striking concept showing that it is not all about production but also ideas. This is a great idea with a great impact on people.”

The Grand Prix for Promotion & Activation was received by DM9DDB for their "Price on the Jersey" campaign for Walmart intended to show Brazilians that Walmart offers low prices in many products. For this purpose, they changed the numbers on the back of the Fluminense FC jerseys into the prices of the products on offer.

"Inequality Courts", Africa’s campaign for ESPN Brazil was awarded the Grand Prix for Sustainability. It is a definitely creative way to raise awareness and highlight gender inequality in sports. Public courts were photographed and turned into posters and ads with the biggest surface painted in blue and a small space in pink representing men and women, respectively.
The President of the jury for this category, Pablo Poncini, referred to the selection process saying: “In addition to good ideas, we looked for spots targeted at improving the world in some aspect such as attempting to change mindsets, putting forward a valid argument or raising money for significant causes. The jury granted the award to what I requested to be acknowledged which is positive communication actions.”
"Cuanto. Más Allá del Dinero" (How Much. Beyond Money), the campaign developed by MRM/McCann Madrid for Santander Spain's 1I2I3 Smart Account, took Grand Prix on Content. Elena Alti, Marketing Director of Santander Spain, received the award and explained that the idea sprang from the need to communicate their new product to the millennials, who grew amidst a crisis that has been largely attributed to banks.
The Grand Prix for Innovation was awarded to "Movido al Respecto" (Powered by Respect), a campaign featuring Rodrigo Hübner Mendes, a young racer with high career aspirations who had his dreams shattered after being shot during an armed robbery and being left a quadriplegic at 18. This spot shows Mendes making his dream come true with a car designed to be driven by the driver’s brain waves. It consists of a call to respect differences by overcoming barriers and prejudices.

“The winning spot is very interesting because it presents technology allowing disabled people to overcome barriers. It is a new product, but also a very innovative idea”, said Andrea Siqueira, President of the jury for Innovation and Executive Creative Director at Isobar Brazil.

"The Refugee Nation" received an award for Best Idea for the World. This spot made by Ogilvy & Mather New York for Amnesty International provided the 60 million of refugees around the world with their own national anthem and flag at the Rio Olympics.

Last but not least, the Grand Prix for Creative Data was awarded to the agency Grey Brasil for the creation of "El Color de la Corrupción" (The Color of Corruption). It is a digital marketing action enabling users to access the history of corruption cases involving a large part of Brazilian politicians. Its purpose is to empower citizens with more information about the relevant candidates so that they make better-informed decisions when voting.
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Genres: People, Wed, 15 Nov 2017 15:29:19 GMT