With only five days to go before the official period for the publication of the pieces that will participate in ASCAP’s VOLCAN in Costa Rica, we can expect that this will be the official week of the cheaters. I have been reluctantly waiting these days to see the “creative” mini-announcements for participation in awards published, in what is nothing more than the grossest self-deception.
However, in the midst of this expectation, the Ogilvy’s campaign of “truchos” appeared. One by one the pieces appeared, and with each publication an appropriate dimension of the idea and the proposal, which I personally think is a fine and elegant way to laugh at our own fixation with the famous “truchos”. Of elegant design and surprising ingenuity, the idea and its execution deserve a round of applause. I am also grateful that they have made me laugh and at the same time, have provoked a kind of healthy envy.
I crossed a couple of e-mails yesterday with Giovanni Bulgarelli, whom I have criticized his campaigns in this blog in the past, and I was glad to have the opportunity to congratulate him. At the same time, he replied the following: “Actually this is the work of one of the agency’s teams. As you well know, the ability of the directors is to take forward what they feel is right and good creatively.” And of course, I agree completely.
Here you are left with the pieces, it’s up to you to celebrate the good, from my agency, from your agency, from anyone as long as they are ideas to applaud. Maybe we can open the tonic to a VOLCAN that applauds the good wherever it comes from. Maybe in this VOLCAN we can move on from competing among ourselves in that localist vision that has taken us nowhere, and thus, move on to applaud what deserves it.

I would love to publish the best pieces of the year, even before they are judged in the VOLCAN. It would be an honor to be able to celebrate the good ideas of all the agencies in the country, and thus, stimulate that it is not about one local agency or another, but about a country that is obliged to shine creatively in the Latin American world, at least. If it is not too much to ask, send me your material as you did for Ogilvy, and we will gladly publish it in A Fuego Lento. Good, Ogilvy, great contribution, very fine sense of humor, nice campaign specially designed for advertisers, because we are clear, outside the guild there is no one who understands it.
You should run and give me another treat: Half a page with the background in Lemon Green, in the center with the symbol ;-), with a text that says: This is Jorge Oller’s envy trucho. Ogilvy. When you have it, send it to me and give me the pleasure of publishing one more trucho of this beautiful campaign in this blog, which, needless to say, only wants to add, to embrace, to encourage, to ignite, to provoke. In a word, open-heartedly, to inspire.
Process is a word that should be changed to “modeling”. Because we are modeling the future of a Costa Rica that will be more creative, more daring, more ingenious, more winning, with the contribution of absolutely everyone, looking in the same direction. It is a process. Precisely, it is a modeling.