What would become of all of us Latinos who live on dreams and solve problems in ten, fifteen, twenty, sometimes in thirty seconds if it weren’t for a gaze that for 26 years has been saving the best of Latin advertising and why not say that it saved , is saving and will continue saving the best of global advertising.
El Ojo achieved what only peace was able to do in Germany at the end of the 80s, the wall was torn down, the limit between Oi, Hola, Hello, Salud, Hallo, Ciao no longer exists, the most demanding view among all perspectives, because it is the only one capable of transcending paradigms and separating soul and spirit from what is or is not advertising.
The twenty-sixth edition of El Ojo was emblematic, it marks a new beginning for one of the giants of global advertising, it will be impossible to tell the history of advertising without talking about Y&R, J. Walter Thompson and Wunderman, so it will also be impossible to follow the history of advertising without thinking about VML.
The festival this time immortalized two giants who did a lot and who represent in their trajectories what being Latin is Toni Segarra and Ana Mara Olabuenaga, at least if you got this far, stop for a minute and then you should go straight back to the next paragraph, at least they deserve this a minute of respect. Toni Segarra and Ana Mara Olabuenaga are the essence of how to think like Latinos without being contaminated by the assumptions of foreign tendencies, which is very good for them, not for us, as they say in Brazil, each one in their own square.
El Ojo marked the emergence of a new category that was born with the aim of showing the world the best strategies in the region with regard to health and pharmaceuticals, as well as opening up strategic paths without losing the thread of creativity on how to sell with real objectives. in the commerce category, the famous trade or popular Brazilian retail.
Everyone who has had the opportunity to witness with the naked eye the cream of Latin creativity in the world can indulge in a creative feast, from a social commitment by a beer brand that used billboards not to sell as all its competitors do, but to be part of our lives with the Bottle Tiles campaign.
A call to attention not only in Ecuador but for the whole world, it was an example that we are responsible as our community and we are responsible as communicators, advertisers, marketers in educating, informing and not just in selling, because in the end the sale is the end however The middle is our responsibility, and such a hard and real issue cannot be left aside even if it is happening under God’s eyes.
Now, what can everyone think before proposing a new idea to a client, would this idea pass the barbecue test? and it was the inner question that everyone took home after Bernado Romero’s talk that simply destroyed all the paradigms of my idea being the best or will this idea win a prize because before thinking about all this we will start to think, This idea will be a topic at the barbecue from the neighborhood? A good example of an idea that certainly passed the barbecue test is Burger, Burger, Burger, Buerger from Burger King, an idea that was always on the customer’s table but it took years for someone to look at the solution on the table of those who always deliver the problems.
Chile showed us with the brilliant campaign We didn’t write this campaign for NOT MILK when, amidst a sea of legal problems with the fight between milk brands against NOT MILK, the creative team decided to transform the accusation text into the campaign text.
Under God’s eyes there are also miracles and not just shame, and this is what the Caribbean Heaven Fish Center’s best campaign showed, which will once again transform a possible problem into a sustainable and social solution, showing that responsibility combined with strategic creativity can show infinite ways so that the world can be a less worse place.
Brazil once again showed the strength we have as creatives, if El Ojo was a championship for cerebral bodybuilders, the Arnold Classic would certainly be ours. In the midst of the impetuous and frustrating dream of bringing the sixth star on the chest of our green and yellow team, Budweiser together with the real Brazilian World Cup Team in Qatar, in the midst of all the brand’s business problems, managed to turn things around and brought as Bud for the house, not for ours but for our friendly neighbor.
And speaking of our neighbor, while enjoying Buds they went even further with the commitment they have with us, with people, with those who really expect something and never get it. A sport and a category so related to beer showed that football can also help, it can be different, it can be inclusive and committed to society and that’s what Racing Club showed with such a simple idea that I came home with a taste of good envy, because really this idea, besides being simple, beautiful, really good, changing the players’ names on the club’s shirts to show the whole country what a person with Alzaimer’s lives is like for a few, and not just the agency, is congratulated on proposing the idea but the client deserves a standing ovation for approving and putting the idea into practice.
Well, we can say that we experienced El Ojo beyond what we should, our Copa América is our Libertadores and yes, El Ojo, in addition to protecting us, frees us every year, may more and more El Ojo come and we will surely see each other in Buenos Aires in 2024.
Pablo Jove and Fernando Fernandes, the two creatives work together as a duo and lead one of the agencies with the greatest creative trajectory in Bolivia, the two lead the Bolivian agency, Athos, which was responsible for Bolivia’s only Ojo Clsico at El Ojo 2023 with campaign Banco de Donantes de Bolivia, in addition, the two each have more than 20 years working in the advertising market, with stints in the Brazilian, Latin, American and Spanish markets, both have international recognition in El Ojo de Iberoamérica, El Sol, FIAP are also nominated judges at important festivals for the market such as EFFIE LATAM, FIAP and El Ojo de Iberoamrica.
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