The word is out and I confirm it: the Volcano is moving to February. The Board of Directors of Ascap, the Costa Rican Association of Advertising Agencies, decided in the last session to migrate the Volcano to the beautiful days of February and establish it as an annual tradition for the last Saturday of that month. The official communication came out yesterday from the association.
Among several criteria, for example, to get jurors and bring them to Costa Rica, both for judging and for the Pinch, the month of February is one with much less competition in the agenda, better weather in the country and more possibilities in less complicated days in general. Compared to the end of November, without a doubt, February is a month with better possibilities for the Volcano.
Also, the budgets of the competing agencies are just starting for the year, it does not compete with the year’s holiday or fiscal closings, improves the chances of greater participation and ignites the year with a view to all the most important festivals. In fact, it will be the most opportune way to start the road to Cannes with our most important local competition.
Looking ahead to these dates, we also consider the free fall of the Caribbean, which although we suppose it will try to rescue itself, we see its recovery as difficult after its sustained deterioration until the disaster that was in 2009. For this reason, we are not concerned about placing it on dates close to this contest in Panama, which has possibly already entered its terminal phase.
By moving the awards ceremony to Saturday, we also seek to strengthen the Pinch, the activity of exhibitions, lectures and presentations, with a program that starts on Friday but that particularly focuses on an intense day of learning and knowledge. Thus, on a Saturday of the year, the country’s advertisers will be able to meet and listen to the presentations of the jurors who visit us, as well as those of the guests who participate.
With a National Theater as a stage and an open participation to Central America, we are also considering the possibility of inviting a country outside the area, such as Colombia, Peru, Ecuador or the Dominican Republic, for example. Thus, the creative competition in the Volcano could be nurtured by agencies and creative teams from different markets, seeking to grow the contest and eventually take it to festival status.
Evolution continues and learning does not stop. There are many options and key decisions. The creative Costa Rica we dream of, powerful in ideas and strengthened in local and regional business, is a national project of intense participation. On the way, we go with the Volcano to February 2010.