This is a blog post that is likely to be relevant only to advertisers, as it has happened before and will surely happen again. However, since what wins is usually only known to advertisers, it is not out of place to invite you to discover award-winning creativity here and there.
In recent years, the Grand Pregonero has deservedly gone to the work and agency that won the last Lion at Cannes, with a single exception in 2011. However, as it was the same agency, Tribu DDB, and the same client, Videocentro, it may have gone unnoticed that the winning work at Cannes had not triumphed in Pregonero.
So, here is that exception. The following radio spots won the Gran Pregonero de Bronze to the only graphic that has won a Lion at Cannes to date.
The thing is that Costa Rican agencies come with a habit that we have to cut in 2014. In the last 6 years and with only one exception, the Lions we bring back from Cannes are from a single agency.
The exception was when JWT and DDB won in 2009, so then the feline metals came in the hands of Tribu DDB, jotabequ, Ogilvy, JWT and last year Garnier BBDO with its case Zaguates, winner of the Grand Pregonero last week.
That being the case, it was not difficult for the jury of the Bronze Town Crier to assign the top prize of the night, as they gave it to the last Lion. Now then, what if in 2014 we bring at least 5 Lions from at least 3 different Costa Rican agencies? That would complicate things for the jury of the Pregonero and the fight of the night would be closer.
Next June in Cannes, Costa Rican creativity has a multiple appointment with the great challenge of returning to the stage, tricolor flag in hand, to collect more Gold Lions (it turns out that the Plates and Bronzes are not delivered personally and are sent weeks later). To achieve this, it will be necessary to surpass 100 entries, bring more people to Cannes, raise the incentives and focus efforts.
Festivals are usually a lottery with unpredictable results. However, they are the gymnasium, the rehearsal, training, laboratory and concentration camp to raise the creative talent in the agencies, precisely the one that serves our clients’ brands on a daily basis.
Festivals celebrate groundbreaking creativity, that which surprises, that which ignites, that which is innovative and provokes better results.
Since Cannes 2014, with many Lions and from several agencies, we have to complicate it for the next jury of the Pregonero, a contest impeccably organized and sponsored by La Nación for 32 years.