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Festival of Media LatAm Award winners 2016
MediaCom walked away with 2 Grand Prix Awards - including 'Agency Network of the Year' for MediaCom Latin America and 'Agency of the Year' for MediaCom Colombia - at the Festival of Media LatAm Awards 2016, in a special charity awards gala dinner held last night (November 10) at Turnberry Isle Miami.
Huawei's 'The Day the Media Ran Out of Battery' campaign, by MediaCom Colombia, was crowned 'Campaign of the Year' in addition to a host of trophies across a range of categories, including Gold for 'The Creative Use of Media Award' and 'Best Launch Campaign', and Silver in the new 'Best Use of Traditional Media' category.
MediaCom Colombia and Initiative both picked up 10 trophies each, while OMD was awarded five Golds (the most given to one agency).
The inaugural 'Media Agency Group of the Year' was awarded to IPG Mediabrands, following a string of awards for Initiative offices in Argentina, Colombia, Chile, Peru, Uruguay and El Salvador, and UM in Mexico, Argentina and Puerto Rico across 11 client brands.
Brazil was the most successful country, securing 10 trophies, four of those won by DPZ&T – which scooped a Gold, two Silvers and a Bronze. Argentina had nine trophies, five of which were taken home by Initiative, and Colombia followed with eight.
The charity event was hosted to raise funds for Save the Children and the relief effort in the region following Hurricane Matthew.
Jennelle Tilling, CMO, KFC Global, who chaired the awards jury, said: “Latin America is known for being a mobile-first, early-adopting region, and it didn’t disappoint with some particularly strong campaigns that used data, programmatic and social media.
“Competing agencies also proved their innovativeness, for example we saw a billboard that trapped and killed mosquitos, while I loved Huawei’s campaign that interrupted media to prove the benefit of continued service and its longer-life new phone battery.”
Check out the full list of winning campaigns below and click through to read the full case studies.
*NEW* Best Use of an Influencer
Gold - Old Spice Bloqueo (Old Spice / Starcom – Peru)
Silver - End the Silence (La Sirena / OMD – Dominican Republic)
Bronze - Sedal fires up young women (Sedal / Initiative – Argentina)
*NEW* Best Use of Traditional Media
Gold - Axe Visual Radio (Axe / Initiative – Argentina)
Silver - The Day the Media Ran Out of Battery (Huawei / MediaCom - Colombia)
Bronze - Fiat Test Drive-in (Fiat / Isobar – Brazil)
*NEW* The Smart Use of Data Award
Gold - Men Free Banner (Ministerio del Interior / MediaCom – Colombia)
Silver - Data turns into audience insights and personalisation (Banco Supervielle / Cadreon – Argentina)
Bronze - New Latino Voice by FIU (The Florida International University / Adsmovil)
Best Communications Strategy
Gold - C&H Food Truck (McDonald's / DPZ&T - Brazil)
Silver - San Andreas: a box office earthquake (San Andreas / MediaCom – Latin America)
Bronze - Gillette Body - Bringing down taboos (Gillette Body / MediaCom - Latin America)
Best Content Creation Award
Bronze - Lipton Living the Art (Lipton / Initiative – Uruguay)
Best Engagement Strategy
Gold - Short Films Potatoes Disappearing (Fruco / Initiative – Colombia)
Silver - Garnier Fructis (Garnier / UM - Puerto Rico)
Bronze - Instant Dreams (Canesten / PHD - Mexico)
Best Entertainment Platform
Gold - The Mute Performance (BBVA Continental / Mindshare – Peru)
Silver - Vivo Meu Sho (Vivo / DPZ&T – Brazil)
Bronze - Lipton Living the Art (Lipton / Initiative – Uruguay)
Best Event / Experiential Campaign
Gold - #LeydeMierda (Shit Law) (Territorio de Zaguates / OMD – Costa Rica)
Silver - The Mute Performance (BBVA Continental / Mindshare – Peru)
Best Launch Campaign
Gold - The Day the Media Ran Out of Battery (Huawei / MediaCom - Colombia)
Silver - C&H Food Truck (McDonald's / DPZ&T - Brazil)
Bronze - San Andreas: a box office earthquake (San Andreas / MediaCom – Latin America)
Best Social Media Campaign
Gold - Missing Tag (Missing Children / OMD – Argentina)
Silver - Beauty Outside the box (Dove / F.biz - Brazil)
Bronze - Garnier Fructis (Garnier / UM - Puerto Rico)
Best Targeted Campaign
Gold - Unforgettable Costa Rica (Paniamor / OMD – Costa Rica)
Silver - Men Free Banner (Ministerio del Interior / MediaCom – Colombia)
Bronze - Ala & LinkedIn (Ala / Initiative – Argentina)
Best Use of Content
Gold - #DonateForPriscila (Clube Sangue Bom / Leo Burnett Tailor Made – Brazil)
Silver - A La Carta – Boquitas Diana (Boquitas Diana / Initiative – El Salvador)
Bronze - Travel Visa (Visa / OMD)
Best Use of Digital Media
Gold - Insights Enabler Ram 700 (RAM 700 / UM – Mexico)
Silver - Sedal Show (Sedal / Initiative – Argentina)
Bronze - Old Spice Bloqueo (Old Spice / Starcom – Peru)
Best Use of Mobile
Gold - Absolut Buenos Aires (Absolut / UM – Argentina)
Silver - Renault Launches Its Eco-Friendly Car in Colombia (Twizy / Adsmovil – Colombia)
Bronze - Intel PC – Mobile (Intel / Teads – Latin America)
Best Use of Programmatic
Gold - Insights Enabler Ram 700 (RAM 700 / UM – Mexico)
Silver - Precision With Scale (Coca-Cola / MediaCom – Mexico)
Bronze - Absolut Buenos Aires (Absolut / UM – Argentina)
Best Use of Video
Gold - Axe Romeo Reboot (Axe / Unilever - Brazil)
Silver - Axe – Find Your Magic (Axe / Teads – Latin America)
Bronze - Sedal Show (Sedal / Initiative – Argentina)
The Creative Use of Media Award
Gold - The Day the Media Ran Out of Battery (Huawei / MediaCom - Colombia)
Silver - The Mosquito Killer Billboard (Posterscope - Brazil)
Bronze - OMO Tag Tales (OMO / Mullen Lowe – Brazil)
The Effectiveness Award
Gold - Travel Visa (Visa / OMD)
Silver - Snickers – Sintomas (Snickers / MediaCom - Puerto Rico)
Bronze - BBVA takes a step forward in e-commerce with the launch of “BLUE DAY” (BBVA / Mindshare – Colombia)
The Utility / Public Service Award
Gold - #LeydeMierda (Shit Law) (Territorio de Zaguates / OMD – Costa Rica)
Silver - Where is my Otorongo? (SABMiller / Initiative - Peru)
Bronze - Leia para uma criança (Itaú Bank / DPZ&T - Brazil)
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