The screen shot presents an unexpected winner. In the past Volcano was the first surprise that many of us agreed to celebrate. The best work of the Festival went to House Rapp for his case for 3M with a surprise Volcano, as I practically didn’t even know they were competing. After all, as part of the distant Garnier Group, we didn’t have them on any of the radars. With more than enough merits they took one of the most pursued Volcanoes by those who compete, as well as sighed by those who do not.
Well, the second surprise came now with a recognition that happens to be an honor for this agency, merger of Rapp and House (formerly DDB Costa Rica). Adlatina has published its selection of the best 50 works of the year in Ibero-America and has included two Costa Rican agencies, JWT and House Rapp.
The latter, under the direction of Fernando Sandí, came as a surprise once again to find itself at the top of Adlatina’s list for its case for the 3M projector called MPro. If you don’t know it, you can see it in this link of the Argentine magazine. And this is a new surprise to celebrate as well, because I am convinced that we win more if we all win.
At the time, in the last Pregonero I also liked very much the one won by TBWA in a participation that some of us didn’t see coming. It is worth mentioning that JWT, under the creative direction of Christian Caldwell, has already accustomed us to its successes abroad, and that it takes the satisfaction of seeing its Soundtrack among the most creative ones, without ranking or awards but by pure lung of this special list by Adlatina.
Whoever wants a goal should shoot at the frame. If someone wants to go to the North Pole, let him place his compass pointing to the N. If you want talented and winning people in your team, you have to give them the opportunity to win free and loose creativity as well. The best ideas are ignited by people who compete, struggle and persevere. It’s a matter of talent, technology and tolerance, as well as tenacity (at Tribe we like a lot of T words). This is why seeing Rapp House at Volcano and now at Adlatina is something worth applauding.
In the Costa Rican advertising agency landscape, some key players have started the creative cluster at the highest competitive creative level. No doubt they are agencies such as Tribu DDB, jotabeqú, JWT, Ogilvy, Publimark, Leo Burnett. Today there are also stories that excite and inspire, such as House Rapp, Father and some others.
To all of you at House Rapp, congratulations for the Volcano for the best work of 2010 and now also for this position in the I50 list. I hope you do very well in Cannes 2011 with this winning case, as well as all the other agencies in Costa Rica and the region. And well, undeniably, with a particular desire to see Tribu DDB lifting its first Lion.
To all agencies and companies that make a living from creativity, with this a repeated invitation to compete inspired by the example of the great group of advertisers who have decided to transcend.
