In Incae we would say in one word that is the answer to every opinion or solution: it depends! With the theory of relativity explained by Einstein for all other mortals, when you sit with a beautiful girl for two hours, it seems as if two minutes have passed. When you sit over a hot stove for two minutes, it feels like two hours have passed.
Let’s look at it with some more examples of our own and among advertising creatives. On the one hand, our very talented friends at Del Campo Nazca Saatchi Saatchi did not return home happy with their 13 lions at the last Cannes Festival, as they were expecting more golds and they had just won a Grand Prix last year. This is to be expected, as they are winners and no one ever seeks less than what they have already achieved.
Just imagine Almap BBDO’s feat of winning for the umpteenth time Agency of the Year at Cannes. Who could argue with such a triumph? Possibly themselves. I would bet there must be a strange taste in their mouth as they achieved it without shining among Grand Prix and applause at the Grand Audi. Almap was no surprise, as they have achieved it for several years in a row, three or four if I’m not mistaken again. However, after watching the awards there was an aaaaah at the awards ceremony, as its presence had not been felt in the award nights.
Almap BBDO won by finalists and many lions of all colors, which can only be achieved with a high volume of entries, great creativity and supreme quality. They are monsters, geniuses and owners of Press. At the same time, Droga5 won 2 Grand Prix among a number of important awards, making them the third most awarded agency in the world. By the way, how many Lions has David Droga won in his career? He’s an animal! I can imagine him in a pachangón still, with all his people, as it must happen with Wieden Kennedy, who managed to shine more than ever and take the world creative sub-championship.
At the same time, we at DDB Latina celebrate as a success to have achieved as many Lions in the region as Del Campo alone, including several Golds for Colombia, Spain and Argentina. The brilliant Argentinean agency with 13 Lions in a heartbeat, and us more than happy for the same number of awards in more than a dozen countries. In Costa Rica we would say: nothing to see, referring to one situation and the other, only that success is absolutely relative.
In fact, I understand that Ogilvy in the Latin American region won 27 Lions. A great year for this network that continues to make strong progress in its creative pace, although from what I understand we at DDB celebrate it the same way. That is to say, in this case, they doubled the number of awards and yet we celebrate with the same joy. Therefore, everything always depends again and again. Still, and without a moment’s hesitation, next year we will all go for more.
Meanwhile, to add unreserved reality, what for our agencies and all of us is a success, turned out to be a totally irrelevant issue for tourism in Cannes, who were more concerned about sunbathing, buying their citron ice cream or making dinner reservations at their favorite restaurant. Without going to the contrasts that the world offers us, nor touching on unnecessary examples in this article, success is relative to such an extreme that while dozens of Lions are on their way to Brazil, as if nothing happened and it is customary every year, in Costa Rica the recently won Bronze Lion in graphics is an honor that we have all celebrated, especially for the creative community of the country, as well as for all of us at Tribu DDB.
Success is relative and in everyone’s eyes it will be an assessment of our own. What is certain is that for many years we have worked hard, we have had a lot of fun and we have kept our sights focused on the first Lion. And now that we have it, it is time to celebrate it greatly. Particularly because I am convinced that what gets celebrated, gets repeated.
The Bronze Lion achieved in 2011 by Tribu DDB is a prize for creativity, perseverance, discipline, vision and so many other values that I could not finish listing them. In 2012 we will go for more, and while we arm batteries to restart the work, the day to day of the agency improves. The value that we add for our clients is getting more and more intense, it is surpassed and grows because we live in Tribu in a creative, competitive environment, open to challenges.
Talent, tenacity, technology and tolerance are combined in Tribu DDB. Clear and understanding of the relativity that has had our sense, appreciated and happy recent success, of one thing we have an absolute news to give you: we are delighted with our first Lion. 😉
Happy weekend!
