Today we are in Antigua, Guatemala, one of the paradises of the world, a World Heritage Site and rightfully the pride of the people of Guatemala. There is no other place like Antigua in Central America, and it is the setting for the Antigua Festival, which awards Jades to advertising creativity and commercial communication.
Coming to Guatemala to compete, for any team, is always a challenge. The Guatemalan is tough, has mettle, wood and is strong in competition. Our Costa Rican team, when it comes to play soccer, knows it: pitoretas and loudspeakers arrive in the open to make sure that they arrive late at the game.
Competition is always fierce in the Chapín territory, and this festival is no exception. Here you can feel the psychological and creative battle, the one that has to do with the local agency that wants to win with its talent, as well as those of us who fly here with our work to repeat experiences, for example, like last year’s. The fight is open, the competition is fierce. The fight is open, the competition is great, the agencies of the region are delighted to come to Antigua and tomorrow there will be a new award where I feel that all the weight is on Gaston.
Gaston Bigio is one of the most recognized and awarded creative talents in Argentina, and therefore, in the world. Gastón sweeps Lions with his team wherever he is, he did it before at Del Campo Nazca Saatchi Saatchi, where I had the pleasure of meeting him, as well as now at Ogilvy where he reaps awards like the Japanese do with photographs. He is the president of the Jury and because of his level and quality, he is the great selector of tomorrow’s awards, as we have no doubt that he will put his opinion, his leadership and his strength to make his experience, his vision and his demand, which is the only way to be a winner.
The weight is on Gaston, as well as on the rest of the jury. The votes will be cast and there will be a free choice, each jury will be openly choosing according to their own good judgment, although I think that the idea of raising the bar to world class will be something that will come from someone who is known to be a first class player, with the logical support of those who have come to judge. Truth be told, it is a first class and first class jury that is here this weekend in Guatemala.
The talks and presentations are already in process one by one. This afternoon we will have the brand new duo of co-presidents of DDB Mexico, Walter Aregger and Hernan Ibarra, although a surprise is expected with the presence of the famous Sir William Mendez. Then Phil Thomas, CEO of Cannes Lions, will come to tell us what we learn from the world’s top festival.
As UGAP has become accustomed to, the festival is a success and is growing deservedly. We in Costa Rica, of course, are still waiting for the day when the Chapines decide to reciprocate our massive participation here, and try to go for Volcanes to our country. While Antigua gets stronger and the Volcano grows in Costa Rica, what is clear is that the Caribbean is dying to such an extreme, that despite having won it last February, Tribu DDB CR will not go next year.
And of course, if that’s what Gastón and the jury think, we hope to pack some Jade tomorrow to take us to San José. The short-lists have already started to be published and the possibilities are there.
Cheers!
