Winning work and key speakers from leading LatAm festival
El Ojo De Iberoamérica, the region’s popular festival of creativity, brought together thousands of students, creatives, forward--‐thinkers and executives advertising, marketing and communications from countries like Colombia, Mexico, Brazil, Spain, Peru and Argentina, among others.
Highlights of the festival’s final day included keynotes from figures known around the world in the creative and marketing industries. Martín Mercado, Executive Creative Director of Young & Rubicam Argentina, shared various pieces of work from Argentine creative that reflect how the lives of each individual influence their creativity.
Mercado told the crowd that to think about what they have to say to the world, assuring them that this sort of perspective is precisely what brands are looking for: people who want to interact. He went on to reference his controversial spot involving the Malvinas islands.
“Of course we were afraid, but I’ll give you a tip: when you are afraid of something, look for an even greater fear.”
To end the conference program, David Droga of Droga5 gave a presentation challenging people to use the power of ideas and creativity to not only create advertising for products and services, but to offer services to a different type of client: humanity. Droga emphasized the revolutionary power of creativity.
“We are not only creators of advertising, we are creatives. Therefore, we can create ideas not just to sell, but to work on behalf of humanity.”
The Engines of creativity for Droga are emotion, conviction in one’s principles, boldness, and the intention to realize a desire. In conclusion, he introduced for the first time “Pling”, a new voice communication network application. To demonstrate it, he “Plinged” with his assistant in New York. Droga explained how Ping Serves to eliminate confusion about tones in written messages, thereby facilitating and optimizing communication.
At the end of the night, the individuals, agencies and brands with the best overall performance in the festival were announced:
Best Creative Director
Ogilvy & Mather
Coca Cola Latin America
Nico & Martín
EL GRAN OJO: AUDIO-VISUAL PRODUCTION
“Dads in Briefs” from Del Campo Nazca Saatchi & Saatchi (agency) and Primo (Producer) for BGH Silent Air
In a region where many consider air conditioning a luxury, dads are all too comfortable in nothing but briefs. This series of commercials makes a compelling case for getting that AC installed.
EL GRAN OJO: TERCER OJO (TITANIUM)
“My Blood is Red and Black” by Leo Burnett Tailor Made for Hemoba (the blood bank of Bahía)
To raise awareness for the lack of blood in the state of Bahía, the popular soccer team E.C. Vitória removed the color red from their jerseys to encourage fans to donate. As donations increased, red began to return to their uniforms.
EL GRAN OJO: OUTDOOR
“Rivers of Light” by Lowe/SSP3 for the Colombian Minstry of Defense
To encourage members of FARC to demobilize and spend Christmas with their families, messages were placed in brightly lit Christmas ornaments and placed in the rivers near known guerilla fronts to help guide their way home.
EL GRAN OJO: DIRECT and EL GRAN OJO: MOBILE
“Download Concert” by Ogilvy & Mather Colombia for streaming platform Coke FM
To promote Coke FM in Colombia, a concert was held with the band suspended 50K meters above the crowd. For every song downloaded by the crowd, the band came 10 meters closer to being within view.
EL GRAN OJO: INTERACTIVE
“Fashion Like” by DDB Brazil for C&A Brazil
To help indecisive shoppers, C&A Brazil installed racks with hangers that would show the number of “likes” each item had gotten on Facebook, in real-time.
EL GRAN OJO: PRINT PRODUCTION
“Flags” by JWT Argentina for Mercado magazine
A print campaign for business magazine Mercado to illustrate the complexities of how the world changes.
EL GRAN OJO: PRINT
“Vicious Cycle” from Young & Rubicam Mexico for Save the Children
This compelling campaign demonstrates the sad fact that 70% of abused children grow up to become abusive adults.
EL GRAN OJO: PR
“The Most Popular Song” by JWT Puerto Rico for Banco Popular
Bono once said, “Music can change the world, because it can change people.” In this case from JWT Puerto Rico, it was important to change the song first.
EL GRAN OJO: CONTENT
“The Concert of Toys” by CHINA for Toys ’R’ Us in Spain
To celebrate 20 years of Toys ‘R’ Us in Spain and remind families of the importance of play, the Madrid Metropolitan Orchestra gave the world’s first classical concert using only toys as instruments.
EL GRAN OJO: FILM/TV
“1882 Anxious People and a Pen Cap” from Madre Buenos Aires (agency) and Úrsula (production) for Fernet 1882
The bitter liqueur Fernet 1882 mocks the nervous habits of an anxious crowd by putting their manias on grand display while two calm observers watch the show as if it were a circus, contrasting the madness with the serenity of relaxing with a good drink.
EL GRAN OJO: PROMO
“Back to Garbarino” by Leo Burnett Argentina for Garbarino
Link to English version:
Doc Brown and the DeLorean make a crash landing in Argentina’s flagship Garbino electronics store, making it clear that the future’s at Garbino.