2017, 六月 星期四
Big Wins at the El Sol Festival 2017
The El Sol Festival is a conference created by the Spanish Association of Advertising Communication Agency to boost the creativity of the Spanish-speaking advertising sector and to recognize and award Spanish-speaking advertising initiatives.
At this year’s El Sol Festival, held in Bilbao, Spain, our teams in Latin America and Spain received a total of two Grand Prix, five Gold Suns, three Silver Suns, eleven Bronze Suns, and six finalist spots across multiple categories.
JWT Spain’s initiative for UNICEF, “#cierraUNICEF” (#EndUNICEF), received a Grand Prix, three Gold Suns, two Silver Suns and two Bronze Suns across several categories: Media; Best Use of Integrated Media; Innovation in Creativity and Strategy; Direct Marketing; Integrated Campaigns; Promotional Marketing categories, and TV/Cinema.
#CIERRAUNICEF was designed around the insight that people underestimate UNICEF’s fundraising needs.The multi-channel campaign aimed to increase awareness of these needs by creating a world that many do not think is possible: a world where UNICEF is no longer needed, where there is no longer any hunger, where children’s rights are honored and respected all over the world.
UNICEF can imagine that day, so they closed their office for a day, shut down their websites, deactivated their social media channels and put all UNICEF goods up for sale, forcing people to envision a time when donations have helped UNICEF resolve the world’s social and human rights issues. The campaign was underscored by a call to action from a group of influencers: “I want to end UNICEF. And I need your help. Make its work no longer needed.”
See the campaign below.
We landed our second Grand Prix, this time in Outdoor/Nonconventional Media, for JWT Bogotá’s “Breastfeeding Mannequins.” In Colombia, breastfeeding in public is still very taboo. “Breastfeeding Mannequins” targeted shopping malls – where many breastfeeding moms had been harassed for feeding their child openly – and encouraged them to change their policies and make their malls 100% friendly to breastfeeding mothers.
The campaign also earned a Gold Sun in Outdoor/Non-Conventional Media and a Bronze Sun in Media.
We earned our final Gold Sun for “Shut the Fans Up,” where our JWT Lima team recruited 11 Peruvian chefs to provide tasty meals to fans of Team Uruguay during a Peru vs. Uruguay soccer match. While the Peru fans were cheering for their team, the Uruguay side was busy eating. The unusal quietness from Uruguay’s aficionados earned peru a 2-1 one.
See the campaign below.