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20 September 2017

Initiative tops the Festival of Media LatAm Awards 2017 shortlist

   



IPG's Initiative has come out on top as the best performing agency network on the Festival of Media LatAm Awards 2017 shortlist, with 25 campaigns featured across 13 different categories including Best Communications Strategy, The Effectiveness Award, Best Use of Data and the newly-introduced Best Integrated Campaign.  

MediaCom closely follows with 20 campaigns featured on the shortlist, while OMD Worldwide and UM complete the top four with 10 entries each.  

In terms of geographical breakdown, Mexico leads with 29 shortlisted entries, followed by Argentina with 18, while the US, Brazil and Colombia complete the top five with 15 entries each.  

As the shortlist was announced today (September 20), special praise was given to Initiative Argentina with an impressive 10 shortlisted entries with six campaigns for Unilever. In fact, the FMCG giant dominates the brand count with 16 in total, AB InBev with seven, while Aeroméxico and Grupo Ramos were credited with five entries each. Other brands including The Coca-Cola Company, Mastercard, BMW, Snickers, L’Oreal and LATAM airlines also made the final cut on this year's shortlist. 

More than 35 judges from leading brands, media agencies, specialist companies and media owners evaluated the quality of the campaigns over the last three weeks. The winners will be chosen by a final jury chaired by Daniela Cachich, VP of Marketing for PepsiCo Brazil Foods, and the successful entrants will be revealed at the “Dance of the Dead” awards evening of celebration and entertainment on October 30 during the three day-long Festival of Media LatAm conference taking place from 29-31 October at Turnberry Isle Miami.  

Check out the full Festival of Media LatAm Awards 2017 shortlist below. We'll be updating the links in the coming links to view the full case studies for each of the entries so keep checking back for more. 

Festival of Media LatAm Awards 2017 Shortlist 

Best Communications Strategy 

A new Axe for a new man (Axe / Initiative – Uruguay) 
Celebrities (Western Union / UM – Argentina) 
Cristal Barrio (Cristal / Initiative – Peru) 
Gatorade 5v5 2017 UCL (Gatorade / Nobox – US) 
No Rules (William Lawson / PHD – Mexico) 
Pepsi "We Know How Much it Means" (Pepsi / OMD Latin America – US) 
Turn On Samsung - emPRENDÉ Samsung (Samsung 360 / Reprise – Uruguay) 

Best Engagement Strategy 

Aeroméxico Auctions (Aeroméxico - Mexico) 
Anti Abuse Dolls (Amnesty International / Kausa Havas – Paraguay) 
Gatorade 5v5 (Gatorade / MKTG – US) 
Propositos Nescafé (Nescafé / Mindshare – Mexico) 
Rexona Motion Games (Rexona / Initiative – Argentina) 
Suaventuras (Suave Kids / Initiative – Argentina) 
The Worst Offer on Black Friday (La Sirena / OMD - Dominican Republic) 

Best Event/Experiential Campaign 

A Christmas Flight (LATAM Airlines / Graphene – Argentina) 
Bombo De Mi Corazón / Heart Beat Drum (Huawei Sponsorship / MediaCom – Colombia) 
Bringing to Mexico the North Pole Star (Coca-Cola / MediaCom – Mexico) 
Chilangos Sin Límites (Nike / Havas Media – Mexico) 
Hotel of Legends (Victoria / MediaCom – Mexico) 

Best Launch Campaign 

Project Wonder Woman (Wonder Woman / MediaCom – US) 
Reconquering A Nation: A Trailblazer Story (Chevrolet TrailBlazer / Carat – Colombia) 
Shell LATAM Pass Launch (Shell LATAM Pass / MediaCom – Argentina) 
The Opening (H&M / UM – Colombia) 
Turn On Samsung - emPRENDÉ Samsung (Samsung 360 / Reprise – Uruguay) 

Best Social Media Strategy 

A Priceless Journey (Mastercard – LatAm) 
Aeroméxico Auctions (Aeroméxico - Mexico) 
MasterCard – Copa America Centenario #SentirseCampeon (Mastercard / UM Worldwide – US) 
Noticias Como Arroz / Bad News Spreading as Rice (Arroz Diana / MediaCom – Colombia) 
Pringles Rally (Pringles / MediaCom – US) 

Best Use of an Influencer 

A new Axe for a new man (Axe / Initiative – Uruguay) 
EqualiTV (La Sirena / OMD – Dominican Republic) 
Kit Kat Squad (Kit Kat / MEC – Puerto Rico) 
Mother's Day (Rosatel / Fluvip Group – Colombia) 

Best Use of Content 

Aeroméxico: Borders (Aeroméxico - Mexico) 
Crossed Senses (Peugeot / BETC São Paulo – Brazil) 
Cry in Spanish 2.0 (Orange is the New Black Season 5 / Netflix – US) 
Hotel of Legends (Victoria / MediaCom – Mexico) 
Spark New Generation (Spark / Carat – Mexico) 
Team Guaranie (Pilsen / Kausa Havas – Paraguay) 

Best Use of Data 

A great weekend for Aeroméxico (Aeroméxico - Mexico) 
Digital Advertising For The Real World (BMW / Initiative – Mexico) 
Sprite Born to Refresh (Sprite / MediaCom – Mexico) 
When data bring out the bold (Listerine / J3 – Colombia) 

Best Use of Digital Platforms 

Dove Programmatic Colours (Dove / Initiative – Argentina) 
Finding Titans (Chevrolet / iProspect – Colombia) 
Martes de McDonald's (McDonald's / OMD – Mexico) 
Rexona Motion Games (Rexona / Initiative – Argentina) 
Shakira - The hunt for El Dorado (Shakira / Sony Music US Latin – US) 
Sponsoring Uphill's at Waze (Hb20 1.0 Turbo / Z+ Havas Group – Brazil) 
The Colour Of Corruption (Vigie Aqui / Grey – Brazil) 
The Coolest Way To Freeze Hunger (Mordisko / Initiative – Mexico) 

Best Use of Programmatic 

Cleaning expert needed? (Cleanipedia / Initiative – Argentina) 
Digital Advertising For The Real World (BMW / Initiative – Mexico) 
Dove Programmatic Colours (Dove / Initiative – Argentina) 
Que Honda con programmatic (Honda / Cadreon – Chile) 
Sprite Born to Refresh (Sprite / MediaCom – Mexico) 
The Coolest Way To Freeze Hunger (Mordisko / Initiative – Mexico) 

Best Use of Traditional Media 

Ala Sustainable Campaign (Ala / Initiative – Argentina) 
Cristal Barrio (Cristal / Initiative – Peru) 
Everybody Wants To Be Batman (LEGO) (Warner Bros. Pictures / Initiative – Mexico) 
Snickers – Debate (Snickers / MediaCom – Puerto Rico) 

Brands for Good Award 

#YoMeDesarmo / #DisarmMyHeart (Ministerio Del Interior de Colombia / MediaCom – Colombia) 
Anonymous Friend (Alcoholics Anonymous / J.Walter Thompson – Brazil) 
Anti Abuse Dolls (Amnesty International / Kausa Havas – Paraguay) 
Life Line (Agencia nacional de vias / Havas Creative – Colombia) 
Music is good for your health (Hospital Israelista Albert Einstein / Spotify – Brazil) 
Rules Changers (Johnson's Baby / J3 – Argentina) 

*NEW* Best Campaign for a Local Brand 

EqualiTV (La Sirena / OMD – Dominican Republic) 
Estrategia CERO Comisiones (Colpatria / OMD – Colombia) 
Hotel of Legends (Victoria / MediaCom – Mexico) 
Nada más Ecuatoriano que Tatos (Tatos / Reprise – Ecuador) 

*NEW* Best Integrated Campaign 

Ala Sustainable Campaign (Ala / Initiative – Argentina) 
Digital Advertising For The Real World (BMW / Initiative – Mexico) 
Gatorade 5v5 (Gatorade / OMD Latin America – US) 
Tetra Pak: BOING! Kamicaras (BOING! – Tetra Pak / Arena Media – Mexico) 

*NEW* Best Sponsorship Activation 

2016 Olympic Games Brazil – Bradesco Case (Bradesco Bank / Mcgarrybowen - Brazil) 
Bombo De Mi Corazón / Heart Beat Drum (Huawei Sponsorship / MediaCom – Colombia) 
NFL Halftime on ESPN Brazil (IFOOD / ESPN – Brazil) 
Olympic Moms (P&G Master Brand / Grey – Brazil) 
The Olympic Games in RIO with ‘Bossa in Blue’ by JW (Johnnie Walker / Adsmovil – Brazil) 

*NEW* Best Use of Ambient Media 

A Christmas Flight (LATAM Airlines / Graphene – Argentina) 
Bombo De Mi Corazón / Heart Beat Drum (Huawei Sponsorship / MediaCom – Colombia) 
Rules Changers (Johnson's Baby / J3 – Argentina) 
Skip Mirror (Skip / Initiative – Argentina) 

*NEW* Best Use of New Technology 

Anonymous Friend (Alcoholics Anonymous / J.Walter Thompson – Brazil) 
At Any Moment And Anywhere With Juan Valdez Coffee (Juan Valdez Coffee / Adsmovil – Colombia) 
Pringles Rally (Pringles / MediaCom – US) 
SABI Chef Bot (Knorr / Initiative – Colombia) 

*NEW* Best Use of Real-time Marketing 

API To Feed (LATAM Airlines / Reprise – Chile) 
How to manage a crisis with a smile (Paleta Payaso / Ricolino / Starcom – Mexico) 
Martes de McDonald's (McDonald's / OMD – Mexico) 
Monopoly Pocket: Bogota is a Boardgame (Monopoly / MediaCom – Colombia) 
The Worst Offer on Black Friday (La Sirena / OMD – Dominican Republic) 

*NEW* Content Creator Award 

A Priceless Journey (Mastercard / Facebook – LatAm) 
Mastercard presenta Capitales del Futbol (Platinum / ESPN – US) 
Mi Estilo Tu Estilo (L'Oréal / Discovery Communications – US) 
Overhaulin' Argentina (Toyota Hilux / Discovery Networks – Argentina) 

*NEW* Effective Use of e-Commerce 

A great weekend for Aeroméxico (Aeroméxico - Mexico) 
Beso Secreto (Hersheys Kisses / UM – Mexico) 
From a family business to a global company (LifeCell – US) 
Terms & Conditions (ESMP – Superior School of São Paulo’s Public Prosecutor Office / VML – Brazil) 
Vivo’s Captive Portal - No Data (Vivo / Supportcomm – Brazil) 

The Creative Use of Media Award 

Ala Sustainable Campaign (Ala / Initiative – Argentina) 
Ayrton Senna: The Heart of Brazil (Instituto Ayrton Senna / J.Walter Thompson – Brazil) 
Bringing to Mexico the North Pole Star (Coca-Cola / MediaCom – Mexico) 
Poosters (Bepantol Baby / J.Walter Thompson – Brazil) 
Snickers – Debate (Snickers / MediaCom – Puerto Rico) 
Terms & Conditions (ESMP – Superior School of São Paulo’s Public Prosecutor Office / VML – Brazil) 
The Worst Offer on Black Friday (La Sirena / OMD – Dominican Republic) 

The Effectiveness Award 

How to manage a crisis with a smile (Paleta Payaso / Ricolino / Starcom – Mexico) 
Shell LATAM Pass Launch (Shell LATAM Pass / MediaCom – Argentina) 
Team Guaranie (Pilsen / Kausa Havas – Paraguay) 
The Coolest Way To Freeze Hunger (Mordisko / Initiative – Mexico) 

   



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