If you were to ask me to describe the Eye of Ibero-America in one word, I would say just one: CHALLENGING. If you gave me the option of a second, I would confess: INTIMIDATING. And if you allowed me a third, I would add POSSIBLE.
The level of organization achieved by LatinSpots is simply admirable, first-world, nurtured by more than 5,000 registrations and with a battery of luxury exhibitions, for the most part. The attendance is massively Argentine, as expected, and joyfully tinged by all kinds of people and characters. The stereotype of the creative, in his look, brings us shoes of all colors, a slouchy, simple and relaxed style, loaded with talent, hunger and thirst.
In the hallway there were three schools of creatives pulling looks and interested people, in open competition to attract students to their classes. Exhibitors such as Getty Images, displays and a variety of services had their aggressive bidding behind the advertising dollar. The atmosphere was charged with an interesting tension, many looking for the recipe and others for a source of inspiration. The room was full of concentrated, passionate people, taking notes and focused on going up for Golden Eyes, Grand Prix or any recognition of their talent. Undoubtedly, looking for fame and money, in that order.
In the awards ceremony I found a common sin: too many awards. However, I am clear about the business and for this reason, I do not see how this will change. The winning pieces were not surprising, as they were clearly superior, with spectacular ideas, but perhaps even more, impressively well executed. The photography in general is simply out of this world, and unless we bring powerful equipment, we will have no choice. The talent is also, of course, clearly obsessive and wildly focused on detail.
No printed piece, for example, can win at the Eye without flawless execution. No winning retouching was done in one day, and in cases like the Zoo Elephant in Buenos Aires, two weeks and more of retouching on that piece alone. In other words, I don’t see how we are going to win if we don’t invest time, talent, money and obsession in achieving the highest level in each piece.
The country of origin has something to do with it, and without a doubt, an Argentinean piece has a better chance than a Tico or Salvadoran one. The familiar accent feels familiar, and therefore, closer. Similarities attract and the Southern voice model is in vogue and with great appeal. Clever and smart gets over, and there is no single piece with condoms, sperm or mouses that can win today.
Campaigns with a message, with a message, with meaning are rewarded. “Let Life Toss Your Hair” by Sedal, for example, is a spectacular display of advertising that makes sense today, that makes a difference and makes a contribution. Sprite’s “Las cosas como son”, comes to confirm a trend, like Fallabela’s “Miedos” version, or the Alzheimer’s message, among many others. It is not with crude or superficial ideas, it is not with rudeness or excesses to values and culture. It is with solid strategy, with strength and seductive capacity.
Finally, it is clear that what is known is more easily rewarded. For this reason, it is important to participate with pieces from the launching, their publication in Adlatina and LatinSpots, their presentation with diffusion, as well as in many festivals. It is better to reward what is known, because that way you get the prestige and attractiveness that votes and preferences achieve.
We saw a lot at the Ojo, and that’s why I’ll add more later.
A hug!
J
