Two Campaigns from Havas Media Group Shortlisted at the Festival of Media LATAM Awards

HOY by Havas Media Argentina and HOY by Havas Colombia were recognised at the Festival of Media (FOM) LATAM Awards 2022, with each agency earning a shortlisted campaign.

These campaigns will progress to the last round of the competition, where gold, silver and bronze winners will be chosen on November 3rd via a virtual ceremony.  

The Argentinian team was shortlisted for their phenomenal ‘Turn Off Your Brand’ campaign that was designed to bring attention to Earth Hour.  This project allowed a total of 15 brands, including PUMA, RENAULT, JVC, MOVISTAR, L’OREAL to show their commitment during Earth Hour on March 25th by turning on the least possible number of LEDS on their OOH digital advertising.  The work was shortlisted for the ‘Creative Use of Media Award’.  

Alongside this recognition, HOY by Havas Colombia was shortlisted for their ‘Teaching Bags’ initiative, which worked with retail brand Metro to draw attention to the environmental problem caused by plastic. Their work was shortlisted in the ‘Best Campaign Led by Cause’ category.  

The annual FOM LATAM Awards celebrate excellence across the media and marketing sector. The awards have developed an excellent reputation throughout the region, providing the opportunity for companies to amplify their work, generate PR, boost internal motivation, win new business, and create a competitive edge. 

Teaching Bags – Brief Overview

Recycling in Colombia is not very popular. In 2021, 78% of households did not know how to properly recycle, and Bogotá, Colombia's capital city, did not have an organised disposal system for its 8 million people (about half the population of New York).  

This campaign generated awareness towards recycling by producing the 3 types of bags needed to recycle properly instead of the usual white bag. 

White was for recyclables, black for non-recyclables and green for organic.  

With no media budget, we increased the awareness of our brand, increased traffic to the points of sale and positioned Metro as a brand that thinks not only about the well-being of its customers but also about the environment. 

Turn off your Brand – Brief Overview 

HOY by Havas Media Argentina’s goal was to generate awareness and communicate the need for collective responsibility in the fight against climate change, raising awareness of the importance of saving energy during Earth Hour Day on March 25th. 

The initiative saw 15 Brands come together to send a message about energy-saving initiatives by making changes to the logos of clients (many who are the most important advertisers in Argentina) on DOOH screens to turn on the least number of LEDs on public roads to reduce by 87% the energy consumption of each screen.