Creative Civilization Receives MarCom Award

DALLAS Creative Civilization has won a MarCom Creative Award for an anti-tobacco campaign it developed for the American Cancer Society, the shop said.

Promoting the ACS’s international outreach to Latin America countries, the San Antonio Hispanic agency was honored in the television PSA category for its “If athletes smoked” campaign.

Featuring Argentinean athlete and San Antonio Spur Emanuel “Manu” Ginobili, the spot opens on an empty soccer field, pans to a deserted running track, then to a desolate baseball field and finally to an abandoned basketball court. Ginobili reminds viewers that smoking prevents you from living a healthy, active lifestyle and can ultimately kill you.

The effort first broke in June 2004 and was broadcast in Mexico and more than 45 countries throughout South America, Central America and the Caribbean. The PSA is still running, according to the shop.

“Tobacco cessation and prevention is an important health issue,” said Gisela Girard, agency president and COO. “We take great pride in our work for the American Cancer Society and are honored Creative Civilization is being recognized by the MarCom Creative Awards.”

The MarCom Creative Awards is an international competition that recognizes outstanding achievement by marketing and communications practitioners. This year, 3,344 entries were judged on “advertising that exceeds a high standard of excellence and work that serves as a benchmark for the industry.”

Creative Civilization is the American Cancer Society’s agency of record for Hispanic marketing. The shop has worked with the Atlanta-based organization since 2001.