Rede Globo received more than 600 entries from all over the country with the analysis of 63 judges from agencies, producers and advertisers.
With performances by Marcos Mion, Sabrina Sato and Valria Almeida and concerts by the band Lucio Mauro & Filhos and DJ Pedro Sampaio, Rede Globo de Televiso announced the winners of the 2022 edition of the Professionals of the Year Award, this Thursday (17).
The motto of the event was “From break to click”, making an allusion to the positioning “Do plim ao play” used by the broadcaster and it was held in the space of the Bienal, in So Paulo.
The work “Discurso”, created by AlmapBBDO for O Boticrio, was elected Film of the Year.
AlmapBBDO was also recognized in Filme de 15 sec, by Livre de Clich, for Havaianas.
In the Campaign category, the judges’ choice was Developed, by Suno United Creators for Banco Santander. The same agency secured the Content Actions award with the film Santander, reinventing the merchanzer.
In the Integrated Actions area, DPZ was distinguished with the work The most famous wardrobe in Brazil, for its client Yp.
Publicis Leon, with heartburn-faced Eno, also topped the score with 30-Second Film for GlaxoSmithkline Brazil. And HOC – House of Creativity – won in Social Value with the work Inter Conscincia Negra, for Sport Clube Internacional.
In the Campaign category, with Abstinência, David So Paulo won in the Southeast Capitals regional for Mondelez Brasil. The agency was also chosen in Filme, in the same regional, with Dama, for Lacta.
“All that’s good lasts a long time” was the campaign chosen in the Southeast Interior region, work signed by F&MD for the brand DS Peas Automotivas. The best Film of the Southeast Interior stage was A bike do Vov, by the Multicem Publicidade agency for Lojas Cem, produced in animation and directed by Eliel Quaresma.
In the East-West region, who made the difference in the Campaign category was Tom Comunicação, from Belo Horizonte, with the Zarp project, for Localiza Rent a Car. J Surpresa, from AMP Propaganda for Unimed Goinia, won in Film in this regional competition.
In the south of the country, the big winner in Campanha was JB Word Entretenimentos com Rebulio, for World Entretenimentos. Suno Paim Comunicação won with Portas, in the Film area of the three states competing in the South region.
In the North, North and Northeast regional markets, Avesso Propaganda was chosen by the Professionals of the Year jury in the Campaign category, with the Cleanse without suffering series, developed for the advertiser and his client Indstrias Becker. In Film, the winner was Phocus Propaganda e Marketing, with the commercial Mayara, for Maranho Distribuidor.
The 63 judges, selected from the agencies’ creative departments, production companies (scene directors) and executives from entities in the advertising segment and advertisers, analyzed more than 600 works.
Creativity the ability to create, invent, innovate. Therefore, nothing is more symbolic than celebrating the professionals who connect brands and people, through essential advertising work, on Creativity Day, executive Manzar Feres, director of Integrated Advertising Business at Globo, told G1.
