The next Volcán could be one of surprises, as we do not know if its opening to Central America will in fact imply registrations from agencies in the region or if, despite this fundamental change, it will continue to be a predominantly local festival.
To cite just one example, in the event that the Guatemalan market accepts the challenge, powerful players would appear on the Costa Rican scene, such as the Chapinas versions of Ogilvy, BBDO and Leo Burnett, among others. In fact, an agency like BBDO Guatemala could come, and in our own backyard, sweep as it did in Antigua, not without regularly appearing an Ogilvy that knew how to compete a few months ago and demonstrate its high level.
It would be enough for the Chapines to come to the Volcano with force, so that the history of our contest would be significantly changed, as well as our stage invaded by the creative blood that runs through the veins of that important advertising market. And to tell the truth, I would love it if our colleagues from Guatemala would accept the invitation, which is nothing more than a sort of open challenge, and come to measure themselves against Costa Rican agencies in our backyard, with an absolutely international jury and an online voting system with the participation of dozens of excellent creatives.
Of course, the competition will come from anywhere in Central America, and for this reason, agencies such as Molina Bianchi or Sherman Calvo in El Salvador, for example, could well take the stage at the Herradura to win the Volcanes that for seven years we have been sharing among Costa Ricans, somehow, comfortably. It goes without saying that in markets such as the Chapin and Salvadoran, much more television is produced and therefore, the competition would be fierce even in the most relevant categories.
This year, however, seven Costa Rican agencies managed to make Costa Rica the most creative country in the Caribbean, a contest even more international than Antigua’s, although not as well organized or with as many growth prospects as the Jade. In other words, coming to Costa Rica to compete, for Central American agencies, means betting on participating in the most awarded advertising marketplace in the world this year, including the four Cannes Lions of JWT Costa Rica.
With everything in place for a night of Volcán totally different from other years, the Ticos with all our known friendliness and hospitality, more than appreciated in Central America, we could find ourselves facing a night with Hondurans, Panamanians, Nicaraguans, Salvadorans and Guatemalans taking statuettes for their agencies in disturbing numbers, although for that to happen, they will have to come and participate.
At the same time, of course, if they don’t come to compete, they could never find out if they would have made it. For all this, it is clear that to make goals you have to kick at the frame, and that if a Cerebro, CeM, Mass, Commercial or Creation, or their colleagues in the different countries want Volcanoes, they are more than invited to come to San Jose for them, where we are eagerly awaiting them and delighted to receive them.
Don’t forget that this year will be the last Volcán on a Thursday, because in order to have it live on Teletica for the whole country, next year it will be moved to a Saturday and to a stage like the National Theater or the Melico Salazar. However, it is important to mention that Teletica will broadcast the complete next Volcán for the Saturday immediately following, in a program that will also take control of the production on stage to adjust it to the demands of a program on national television. In other words, the audience will be one of hundreds of thousands, and no longer just the usual 600 advertisers in a closed room at their private event.
Needless to say, we are waiting for you with open arms, because I am convinced that in order to achieve a Creative Costa Rica, a dream shared by hundreds of Costa Ricans, a Creative Central America is key.
Best regards!
