At the last Antigua Festival in Guatemala, Ogilvy Costa Rica was being awarded for its Jades for Scrabble campaign, when someone started shouting: “It’s done, it’s done!
I immediately turned to the area from where the shouts were coming from, and I could see about eight rows away Giovanni Bulgarelli standing on his chair shouting out loud “It’s done!”, in a clear allusion to the Scrabble campaign done by an Ogilvy in Europe about 2 years ago. This was published all over the world, and although some people think it is the same or even identical, that is not the main subject of this publication. Of course, I don’t think you can argue coincidence when it’s about the same client and the same network, so there must be other arguments and these don’t correspond to me.
The award for Ogilvy Costa Rica continued winning Jades and in a matter of seconds the initial shouts turned into a chorus of dozens of indignant throats that continued with the chorus: “It’s done, it’s done, it’s done, it’s done! That is to say, Giovanni was not alone in this denunciation that for seconds provoked many comments.
Without wanting to enter into the old and worn out polemic of truchos and rifles, since it is well known that in this discussion we could spend hours between reasons, appreciations and valuations of all kinds, it seems to me that the public manifestation of Bulgarelli deserves to be seen from two points of view, since without judging anyone it is certain that every coin has two faces.
On the one hand, there will be those who will say that it was incorrect, inappropriate, inopportune and excessive. There will be those who will criticize him for being a former General Creative Director of Ogilvy Costa Rica, as I believe there will be plenty of those who will make all kinds of accusations against someone who was not afraid to expose himself in this way and say out loud his indignation on top of his chair.
Although I suspect they will be the fewest, there will be others who will applaud his bravery, agree that it had already been done, say that he is passionate and daring, applaud his instant of public expression and think that there is a need for more people who are bold in publicity.
With all that seems indefinite and complacent, I would have to admit that I would possibly agree with both sides in all their expressions, to end up without a position of agreement or against, but quite the contrary. Bulgarelli is Bulgarelli and so, with all that he demonstrates and does, I appreciate and respect him.
What is true about all this, and perhaps even a little debatable, is that with Scrable, Ogilvy Costa Rica took away from us at Tribu DDB the Country Award recognition, and with it they took a Jade for their showcase that could have been for ours. It is also true that the aforementioned campaign added key points for Ogilvy to be Network of the Year and not BBDO, which shows that it came, it had an impact, it was awarded and it won. The latter in a resounding way.
The game is over, the final whistle was blown and now everything is up for analysis and commentary, like this article in my blog, which was triggered by a moment to remember. Or to forget.
