David SP, VMLY&R, Ogilvy, AlmapBBDO, Tech and Soul are some that are competing at the festival, which starts this Wednesday (9), in Buenos Aires
After two years of the pandemic, the Festival El Ojo de Iberoamrica returns to the face-to-face format and takes place between Wednesday (9) and Friday (11), at the La Rural Convention Center, in Palermo, Buenos Aires.
This year, Brazil has 124 finalists competing for the award and 49 names from the national market on the judging panel of the festival, with three of these occupying the positions of presidents of the jury: Erh Ray, CEO and CCO BETC Havas, Brazil; Luciana Haguiara, executive creative director at Media.Monks Brasil, and Angerson Vieira, executive creative director for Africa.
Among the national agencies competing for the awards are: Africa, Gray Brasil, Artplan, David So Paulo, VMLY&R, Mirum, Ogilvy Brasil, AlmapBBDO, Tech and Soul, CP+B Brasil, BETC Havas So Paulo, TBWA\Media Arts Lab Brasil, WT Brasil, Oliver/U-Studio, Publicis Brasil, Dark Kitchen Creatives, Galeria, Fbiz and Wieden+Kennedy.
El Ojo was born as an Ibero-American and Latin festival, and Brazil, its professionals and its companies have always been protagonists and a fundamental part of the festival’s success, said Santiago Keller Sarmiento, president of El Ojo.
The country will also be represented at the Latin Talent Hall of Honor, created to celebrate the 25th anniversary of El Ojo and to highlight professionals who have been recognized throughout their careers by the award, with Marcello Serpa (former partner of AlmapBBDO) being the first of the three creatives to integrate the honor. The tribute to the Brazilian, who has already been elected Best Creative Director at El Ojo nine times, will be on the first night of the awards.
This new recognition was created to highlight professionals who throughout their careers have been recognized at El Ojo for their contribution to the industry, creativity and Latin culture, and have inspired generations of professionals to become industry legends. Marcello will be the first to enter this Hall of Honor, said Sarmiento.
In addition, the El Ojo program has Brazilians on the list of speakers. According to the agenda published on the event’s official website, names such as Erh Ray, from BETC Havas; Monique Lima, founder of Mimo Live Sales; Fernanda Antonelli and Edu Lima, from f+e/cyranos; and the honoree, Marcello Serpa, will be present at the conferences during the festival.
On the first day, the CEO and CCO of BETC Havas, Erh Ray, will lead the conference ‘What has changed and what hasn’t changed in these 25 years’, and Monique Lima will be part of the panel discussion of the conference ‘How to rebuild a brand’. Marcello Serpa will also perform on the same day, with the lecture There is life after advertising.
Finally, Fernanda Antonelli and Edu Lima, from f+3/cyranos, end the Brazilian participation in the lectures, with the conference Interrompendo a interruption.
This year it will be very important to return to face-to-face meetings, because although the virtual environment allows us to stay connected and working, it takes away other things from us such as getting to know, hugging and sharing moments together. And in the creative industry, this is more necessary than ever. It will be an opportunity to meet, embrace, recognize and rethink together where we want to take the creative industry and what we can contribute to a richer, more diverse and inclusive world, added the president of the award.
