| LOST ROADS |
Colombia’s guerrilla-controlled region Caquetá remained a
mystery for more than 60 years. That inspired Chevrolet to
bring its global ‘find new roads’ purpose into reality
with a documentary that premiered on Discovery Channel
across Latin America. It unlocks a stunning landscape with
a history of danger and violence. Chevy tells the story of
Caquetá through a new lens, showcasing the region’s
natural wonder and beauty with the help of former
guerrilla’s as perfect local guides.
|
-
ORO: Audiovisual / Categorías especiales / Branded
content y entretenimiento
- ORO: Promo & Activation / Vehículos afines
|
McCann Colombia |
Chevrolet |
Referencias
|
| From Hydro to Crypto |
"Costa Rica has run on more than 98% clean energy for over
7 consecutive years, one of the highest rates of renewable
energy generation in the world. Conversely, crypto-mining
is facing growing demands to become greener. Bitcoin
alone, adds 40 million tons of carbon dioxide to the
atmosphere per year and consumes ‘more electricity than
Argentina’. In 2020, the Costa Rican government began
canceling contracts from private hydroelectric plants due
to a surplus power supply, and since there is a monopoly
on electricity distribution, they could no longer sell
their green energy to anyone else. By law! After in-depth
research and creative strategizing, Data Center CR was
launched. One of the world's first green crypto mining
centers powered exclusively by water. A new way of
commercializing clean energy without selling it. A
successful transformation to future-proof, not just the
business, but Costa Rica's entire approach to its clean
energy surplus."
|
-
ORO: Relaciones Públicas / Categorías especiales /
Manejo de crisis
-
ORO: Innovación (Incluye innovación, dentro de
negocios)
- PLATA: Consciencia Social / Causas ambientales.
-
BRONCE: Relaciones Públicas / Categorías especiales /
Responsabilidad social
-
BRONCE: Relaciones Públicas / Categorías especiales /
Uso de tecnología
-
BRONCE: Relaciones Públicas / Negocios al público
-
BRONCE: Categorías especiales / Relaciones business to
consumer
|
Interaction |
Data Center CR |
Referencias
|
| The Annexation Buckets |
"Guaitil is an indigenous community that joined Costa Rica
197 years ago. They were affected by the pandemic because
their only income are the sales of their ancestral
handicrafts with more than 5000 years of history. To
celebrate the anniversary of their annexation to Costa
Rica and to help them, we at KFC made a very special
order: The Annexation Buckets. A special edition of 45
unique in the world buckets, made with the ancestral
techniques of their indigenous people. Hand-crafter,
sand-based iguana, baked in clay ovens and dried in the
sun, then decorated by different native artisans."
|
-
BRONCE: Relaciones Públicas / Restaurantes y comidas
rápidas
-
BRONCE: Relaciones Públicas / Categorías especiales /
Responsabilidad social
- BRONCE: Medios / Restaurantes y comidas rápidas
- BRONCE: Conciencia social/ Causas sociales.
-
BRONCE: Diseño / Diseño de Comunicación / Complementos
de marca
-
PLATA: Promo & Activation / Restaurantes y comidas
rápidas
-
ORO: Diseño / Diseño de Comunicación / Diseño de
artículos promocionales
-
ORO: Diseño / Diseño de Empaques / Ediciones
especiales y empaques promocionales
|
Havas Costa Rica |
KFC |
Referencias
|
| The Independence Type |
"Our Declaration of Independence turned 200 years, so it
had to be restored to never be shown in public again due
to its deterioration. They could lock up our Declaration
but not what it represents, that’s why we created The
Independence Type. We studied our Declaration thoroughly
with experts and historians to rescue every stroke made by
hand, and designed a typography to put into the hands of
every Costa Rican. You could customize a message and
download the type. +600 companies joined the campaign, it
was made the oficial type of the Bicentenary and it will
be declared of cultural interest."
|
- BRONCE: Craft / Print Craft / Tipografía
|
Havas Costa Rica |
Essential Costa Rica / Ministry of Culture |
Referencias
|
| SIGNS FROM BEYOND |
Traffic accidents are the leading causes of death among
young Mexican people. The crosses on the road serve as a
reminder of a fatal accident and are clear evidence of
this problem. So on November 2nd, these crosses were
intervened with handmade traffic sings made with the same
craft as the traditional "Day of the dead" offerings.
Using data analysis, we detected the areas with the
highest rate of accidents, we located the crossroads in
their surroundings, and we placed the signs to leave a
warning message for everyone to see.
|
-
ORO: Diseño / Ambiente de Marca y Diseño de
Experiencia / Exhibiciones espaciales y experiencias
|
McCann México |
Chevrolet |
Referencias
|
| MODELO SALT |
Through a different brand experience and innovation, this
idea aims to bring the brand into even more consumption
moments. Through the introduction of a new product line,
our salt becomes an important ingredient in one of our
major consumption moments, BBQs, accompanying our current
lineup in a way our competition can’t match, strengthening
the emotional bond we create with consumers.
|
-
PLATA: Diseño / Diseño de Comunicación / Complemento
de Marca
|
El Taier DDB Guatemala |
Cerveza Modelo |
Referencias
|
| THIS IS NOT ATLANTIS |
"Every year, the bottom of the sea is buried by 12.7
million tons of plastic waste, seriously damaging our
natural paradises. By 2050, it is expected that there will
be more plastic than fish in the sea. Therefore, to show
people this problem and raise awareness about single-use
plastic, we transformed this waste into a large submerged
city capable of destroying the ecosystem. Finally, we
encouraged people to log into plasticreality.com and join
Corona's NET-ZERO plastic footprint movement. How do we
build a city that looks real and raises awareness? We
teamed up with Salamagica Studio, and artisanally began
the photographic process. Together, we altered each
plastic garbage piece using different techniques, adding
deterioration textures and marine features before
digitizing each piece. Thus, we mimicked the 12.7 million
tons of single-use plastic garbage, the equivalent of New
York or Paris, that gets dumped into our oceans each year,
portraying the real and crude world that marine fauna and
our oceans experience. This is a simple, yet powerful
message, raising awareness on our daily plastic
consumption habits."
|
- PLATA: Craft / Print Craft / Dirección de Arte
|
El Taier DDB Guatemala |
Cerveza Corona |
Referencias
|
| THE ENDLESS JOURNEY |
"Migrant children are vulnerable to situations that
violate their rights, such as: being arrested, Being
exposed to organized crime or human trafficking, Suffering
sexual violence and discrimination, going hungry and cold,
Not having access to health services, and even death.
Every day 300 Guatemalan children and adolescents are
detained at the borders of Mexico and the United States.
And over 100 immigrant children have died since 2017. This
film recreates a real story about a migrant child. It
shows why his family decides to take him out of the
country by any possible means. But as in the real-life
story, this film has an awful end. The film builds a
metaphor between Daniel's hard breathing in the cupboard
and his death by suffocation in the truck that took him
out of Guatemala. We open with a typical Guatemalan family
scene interrupted by a local gang coming to take Daniel,
the little son of this family, with them. We notice how
they go into the house with violence; meanwhile, the kid
gets hides in a wardrobe. "
|
-
BRONCE: Audiovisual / Bien Social ( Sin fines de
Lucro)
- PLATA: Craft / Film / Craft / Dirección
|
El Taier DDB Guatemala |
Refugio de la Niñez |
Referencias
|
| Plastic Killers |
"Through history, we have seen many serial killers, and
terror icons, that personified the evil in this world and
will continue to do so for many generations. There is,
however, an often forgotten silent killer that keeps
killing hundreds of species. Single-use plastic. To show
this problem and generate awareness regarding single-use
plastic, we transformed the stories of many famous
criminals, revealing the silent killer. We took the
stories of the world’s most famous criminals and used them
to disclose the deadliest killer that nobody talks about
and will continue to destroy marine life for centuries. In
Guatemala and Latin America, Netflix’s most popular shows,
like Narcos, Mind Hunter or American Crime Story, narrate
the lives of historic criminals or assassins. This shows
ranked top for more than 43 weeks in 2021. (Source,
Netflix)."
|
-
BRONCE: Radio y Audio / Categorías especiales /
Excelencia en Radio y Audio / Guión
- BRONCE: Craft / Radio Craft / Guión
|
El Taier DDB Guatemala |
Cerveza Corona |
Referencias
|
| Sorority Profiles |
"62% of graduate college students in Costa Rica are women.
Sadly, women are algo the most unemployed population in
the country. In the last couple years Linked In has become
the main platform for job searching among titled people,
people with large communities have been favored do to the
network’s algorithm, sadly many woman coming out of
college don’t have the visibility to find jobs. That’s
when we turn a space hardly anyone uses into an act of
sorority: the Linked In profile’s cover. Using our own
database to recruit high-rated alumni to donate their
cover to professional women looking for jobs in their same
fields. In other words, making the donor’s community also
the applicant’s community. In this way we increase the
visibility of the applicants in more than 1200% During the
month of March hundreds of women donated their cover and
today many applicants got a job in their respective
fields. We turned an unused space into a tool to reduce
the labor gap and made people aware of how sexism and
stereotypes are affecting hundreds of women entering the
labor market."
|
-
BRONCE: Directo / Categorías especiales / Digital y
social
|
Brandy |
Universidad Hispanoamericana |
Referencias
|
