While the award ceremony had not yet begun, everything was going great for Tribu. It started and then it all went downhill, with a mention we won while Publimark was on the screen, and so on until the end, all wrong! 😉
Before however, we had to listen to a disjointed trio of creative judges expounding ideas in a random order and a scattered message. (I missed a Rodolfo Borrell or a Gustavo Rodriguez!) However, Lanis got the ridicule because they had to turn off his microphone to shut him up, another judge (Grey’s) had to advise him in his ear not to keep talking about the Romería, and even Mariela Rodríguez had to stand up and walk to the podium to stop him, -see the scene? and even so, he managed to be reconnected until he could find a way to finish.
It was a take-off that made me think something was going to go wrong. However, then even in that I was wrong because it really didn’t go anything but all wrong, though not for everyone but for Tribe. Last night we brought back only paper and no bronze. Such is life in the tropics!
The truth, in case the words do not reflect it, I write while I laugh at the scene I lived and enjoy how there are days when you win everything and others when you lose your face in the midst of so much. From the sublime to the ridiculous there is only one step, and last night I only hope we stayed in limbo, although I think we failed even in that!
After we saw the extraordinary work of our creative team hit the rim, go out of the frame or bounce off the post with several honorable and special mentions, we got our long awaited moment and the honor goal with the ball on the penalty spot and no goalie. The Radio Town Crier was announced with only two finalists and the two from Tribu, with the Puppy and Avion versions. Both have been winners everywhere we have sent them to compete, although the first one in particular. And as there were only two more awards left, I had even counted the statuettes and of course, there they all were, including “ours”.
However, at the awards ceremony, they did not have the courtesy to announce that this category was going to be deserted. In addition, when the two certificates were handed out at the same time, in a lack of coordination with the masters of ceremonies, when the next mention was announced and without a Pregonero for Radio, a distressing moment and confusion was created, which added to the confusion.
Like street carajillos with dirty faces stuck to the window of the Universal, we were left without the last possible chance we could have had on the night to walk away with a statuette. The only category of the night without a Pregonero was the one that should have been ours. Everything else is history and in the past.
In any case and in summary: We were crushed! While all this was going on, Leo Burnett took their Pregoneros, Publimark won theirs again (and in my opinion the big winners of the night for more ideas awarded), TBWA reappeared on stage with theirs on web and jotabeqú consolidated a great night including the Great Pregonero of the night for Gold Gym, client with which they won three statuettes. All good for them, there wasn’t a single person who didn’t applaud from my chair and just as they are celebrating today in these winning agencies, today we are already focused on the creativity that follows (although I feel a bit empty in this place). Today it’s our turn to be worthy losers of a night, and for this, to all the winners a strong and deserved applause.
Congratulations to La Nación, thanks for the great party, while I guess in the post mortem they will have a lot to review to improve next year. You can expect from Tribu DDB a letter of opinions, recommendations and points of view regarding last night’s Pregonero and the contest in general. It is our obligation
