Today Monday kicks off an intense week in the country’s advertising creativity, because while the international jury reviews the eight pieces participating to choose the pair that will go to the Young Lions Print Competition in Cannes, we will have the Escuela Superior de Creativos de Argentina in the country.
In the first case, after receiving the brief last Friday, the eight finalist teams worked with the ideas and resources available to deliver a press piece on the chosen theme. At the end of the work in the auditorium of La Nación last Saturday, these pieces were sent to the judges in Latin America for the corresponding judging process. From them will come the scores with which a young couple will win the coveted prize: an inscription as Young Delegate to Cannes Lions 2008, airfare and lodging paid by ASCAP, thanks to the exclusive sponsorship of La Nación. So we will all be on the lookout to announce the winners and celebrate Costa Rica’s participation among the young creatives of the world’s leading festival.
In the second mention, the Argentines who scored so well for their participation in last year’s second workshop are back, and with ASCAP’s sponsorship, around 80 creatives from all the agencies in the country, as well as media and direct stakeholders, will focus on one more learning experience. We are confident that Fabiana and her team will once again knock it out of the ballpark with a workshop full of ideas, advice, guidance and purpose to keep pushing the country’s creative level.
From the Costa Rican Association of Advertising Agencies, we have decided to ignite the country’s advertising creativity, one agency at a time and all united in a single direction. The internal competition continues and increases, although we are increasingly clear that the legitimate competition is towards the outside world and in particular in the rest of Latin America.
When Ogilvy won last year’s Caribbean, it proved loud and clear that it can be done. And when the country won more awards than any other in that same festival, with recognitions for 6 or 7 different agencies, it also showed a “yes we can” that we can only stimulate. FIAP was enough to confirm that Costa Rica has the talent, so we have to focus on raising its level, ignoring the usual critics who cannot see it clearly.
In the year there will be many more satisfactions, however, we have our eye on Ojo de Iberoamérica, where many Costa Rican agencies will participate strongly. And for those who have not considered it yet, from here I send you an invitation to be encouraged and sign up to go for a strong and outstanding participation in the Ojo, at the end of October in Buenos Aires.
To end the year, of course, we will see you at the Volcano. It will be the closing of the year and without a doubt, we are not few agencies focused on achieving a brilliant participation, aware that all this effort will better serve our clients and better serve our commitment with their brands.
Raising the creative level of the country is a win, win, win.
