When Peru won its first lion at Cannes, it did so with this story and this commercial. At its presentation at the Grand Palais, the statuette was accompanied by a standing ovation that validated its delivery and its human reach in every sense.
It is important to reiterate the power of an idea, as well as of telling it well, understanding that even in Film, low-cost productions will advance if presented without complexes. In the connection of a brand with people, the simple will be more memorable and therefore, when confidence in the idea is projected, it is not necessary to put cream on the cue or additional makeup. With this commercial, Peru entered the history of the Cannes Lions and Leo Burnett opened the gap. Then followed Quorum Saatchi Saatchi with its lions, to create in that market a certain expectation that it is possible.
For us in Costa Rica, after the four JWT bells and whistles, it is our turn to prove that these were a reflection of the talent in an entire country. From the past there is always much to learn and for this reason, it is good to remember the inspiration of an example like the Peruvian, because we must stay focused, not to lose a day and work for what is to come.
And just as not to leave without sharing one more story… here is this one, beautifully set to music, …because you never know when a click becomes a winning idea!