Almap BBDO, Ogilvy & Mather and Coca-Cola were among the big winners at the 2012 El Ojo de Iberoamérica festival of creativity, which wrapped up Friday after honoring the best creative work in Ibero-America (essentially Latin America plus Spain and Portugal).
Almap was named the best agency, Ogilvy the best network, and Coke the best advertiser. Almap's Luiz Sanches was honored as the region's best creative director, Primo as the best producer, and Nico & Martín of Pulse Films as the best directors.
David Droga of Droga5 wrapped up the week's conference program with a presentation that called on advertising creatives to use their talents for good, not just for business. "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," he said.
Below, check out all of the winners of El Gran Ojo, or the Grand Prix, for each category.
• El Gran Ojo: Audio-Visual Production
"Dads in Briefs"
Del Campo Nazca Saatchi & Saatchi, Argentina, and Primo 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"
Leo Burnett Tailor Made, Brazil, 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"
Lowe/SSP3, Colombia, for the Colombian Ministry 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
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
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
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
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"
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"
CHINA, Spain, 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"
Madre, Argentina, and Úrsula 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"
Leo Burnett, Argentina, for Garbarino
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.