The new advertising creative year has just begun and we are already counting down. So, how about if we all agree and go to 2014 to repeat Lions?
In 2008 a Costa Rican agency won the first Cannes Lions, which are something like the Oscars of creativity. With that opening, very controversial by the way, JWT Costa Rica won tremendous metals in several categories, including the only Gold to date for Costa Rica with the Nelka Rent a Car case.
With that opening on the world’s main stage, the following year the former DDB won its Lions with Recuperemos La Paz and JWT also repeated. In 2010 Jotabeqú won with Romería and the following year it was Tribu DDB that brought metal with Videocentro. In 2012 Ogilvy won its awards with Lego and a few weeks ago Garnier BBDO finally won its first metals with Territorio de Zaguates.
Here I include the winning case of 2013:
The Los Zaguates case won a Bronze Lion in the Best Integrated PR-driven Campaigns category, and a Silver Lion in Public Health and Safety, Public Interest Messaging, in the Promo and Activations category. great job!
In this positive context, what is not good news is that last year Costa Rica registered just over 100 entries, while at the last festival we dropped to half. To continue with the improvable, with the exception of 2009, there has always been only one agency saving the country’s honor. Consider that this happens despite the fact that there is not a single agency that does not want to repeat, and among those that compete even without Lions, there is not a single one that does not want its metal to the showcase.
I believe that festivals and awards are the best creative gymnasium that exists, because there we expand and strengthen the talent that works every day for our clients’ brands. That’s why it’s good that we participate, that we raise the creative prestige of the country and that in everything we do, we compete head-on with the best in the world. In the end, the brands we work for will be the big winners.
For 2014, the agencies that have won Lions at Cannes should go for more metals. So, JWT, jotabeqú, Tribu DDB, Garnier BBDO and Ogilvy: we have to go for our confirmations that the wins were not a matter of luck. Then, agencies such as Publimark, Father, Comunicación Corporativa, Leo Burnett and McCann-Erickson, to name a few of those competing, must go for their firsts in 2014.
For next year we must go to Cannes and win as a block. This requires a lot of work, passion, talent and volume, so it would be nice if in Community we could achieve an orchestrated effort. Let’s take up the challenge and go to 2014 for forcefulness.
Shall we enter this challenge to the Costa Rican agencies?