Festival distributed 10 Gold, 15 Silver and 12 Bronze, in addition to a GP
The 27th edition of the International Festival El Ojo de Iberoamérica 2024, held at the La Rural Convention Center, in Palermo, in the city of Buenos Aires, Argentina, has just delivered a Grand Ojo to Africa Creative, which won the award with the case ‘Uninterrupt ads’, created for Budweiser beer.
The campaign transformed ads, which are usually seen by people as an interruption of content, especially on platforms, into an opportunity for brand interaction, done in a relaxed way and relevant to the proposed approach.
According to the case, there are more than 500 songs in the world with Budweiser in the lyrics, which were already unofficially advertising the brand. With the agency’s idea, they became an ad on Spotify.
“If someone is going to interrupt the vibe of your playlist, it won’t be the beer behind the music”, explains the action created for the Ambev brand. “The campaign made an impact without interrupting consumers”, reinforced Uruguayan Chelo Waintraub, founder and CCO of From, an Argentine agency, and president of the category jury, which awarded a total of 17 works.
Still in Radio & Audio, the ‘Don’t mess with a princess’ campaigns, from Africa Creative for Vivo, won Bronze; and ‘Rock DNA’, by AlmapBBDO for Billboard Brasil, took Gold.
Check out the other Brazilian winners:
Audiovisual Production
‘Ashe Versus’ by TBWA Health for Moderna (three Golds and one Silver)
‘Tormenta’, by AlmapBBDO for O Boticário (one Gold and two Silver)
‘Impossible Journey’, by Area 23 for Aster (two Silver)
‘Jovem MK – Meu karma’, by Africa Creative for Kondzilla (one Silver and two Bronze)
‘Learning Together’, by Publicis Brasil for Ninho, by Nestlé (Bronze)
‘Push it to the limit’, by Publicis (Other) for Renault Brasil (Bronze)
‘The Cura’, from Africa Creative para Edirora Taverna (Bronze)
Brazilian Fred Luz, director of O2 Filmes, led the judging of El Ojo Producción Audiovisual’s pieces.
Health & Pharma
‘No Add’, by Lew´Lara\TBWA for the pharmacy Pague Menos (two Gold)
‘Outcare v2’, by Havas Life for Hospital Samaritano (Gold)
‘La Cura’, by Africa Creative for Editora Taverna (Silver)
‘Trucker Napp’, by AlmapBBDO for Volkswagen Brasil (Bronze)
Graphic Production
‘Luces Negras’, from AlmapBBDO for Bradesco Seguros (Gold)
Effectiveness
‘Errata 88’, by AlmapBBDO for Johnnie Walker, by Diageo (Gold)
‘From Alaska to Brazil: McFish’s grand journey’, from Gallery for McDonald’s (Bronze)
Brazilian Vanessa Brandão, global marketing director for the core beer segment of the Heineken group, presided over the El Ojo Eficacia jury.
Graphics
‘Over 30’, by Lew´Lara\TBWA for Billboard Brasil (two Silver)
‘Voice Actors’, by Propeg for ACBEU (Silver)
Audio & Sound Production
‘Uninterrupted Ads’, da Africa Creative para Budweiser (Prata)
Design
‘Atacama Fashion Week’, by Artplan São Paulo for the NGO Desierto Vestido (two Silver)
‘Luces Negras’, from AlmapBBDO for Bradesco Seguros (Silver)
’50/50′, by Lew´Lara\TBWA for Camil (Silver)
‘Hauteam Couture’, by Africa Creative for Brahma (two Bronzes)
‘Designed Posters’, da Lola MullenLowe para Unilever Global (Bronze)
‘Brahma Phone’, da Africa Creative para Brahma (Bronze)
The Local Eye
‘Clean Sponsorship’, from DM9 to Consul, from Whirlpool, was voted the best idea in Brazil. Another six campaigns were selected: ‘VW 70 years’, by AlmapBBDO for Volkswagen; ‘Atacama Fashion Week’, by Artplan São Paulo for the NGO Desierto Vestido; ‘Reviews’, by Africa Creative for Kraft Heinz; ‘Errata at 88’, from AlmapBBDO for Johnnie Walker, from Diageo; ‘5 days? Give me a break’, by AlmapBBDO for O Boticário; and ‘El atraco del crucero’, by 404 – Galeria’s design and innovation company -, for Netflix.
