Festival of Media LatAm Award Winners 2017

Initiative has been awarded 'Agency Network of the Year' and Initiative Argentina 'Agency of the Year' at the Festival of Media LatAm Awards 2017 after winning 17 out of the 22 categories revealed during the 'Dance of the Dead' awards show on October 30 at the Turnberry Isle in Miami, USA.

As a result of the group's success on the night, IPG Mediabrands walked away with the 'Media Group of the Year' title.

A total of 56 trophies were given out during the awards show, with the coveted 'Campaign of the Year' awarded to MediaCom Mexico for Victoria's 'Hotel of Legends' alongside five other trophies.

Proving its regional appeal, the awards saw winners from 11 countries, with Mexico leading the way with 13 wins, followed by Colombia with eight, the US and Argentina with seven each and Brazil with six trophies.

Chair of the Jury, Daniela Cachich, Marketing Vice-President for PepsiCo Brazil, commented: "It was an honour to be the chair of this year's Festival of Media LatAm Awards. The work has been very inspiring and of a high standard and the jury had very rich and interesting discussions to find the best work of the region."

Check out the full list of Gold, Silver and Bronze winners below:

Best Communications Strategy

Gold - Cristal Barrio (Cristal / Initiative – Peru)
Silver - A new Axe for a new man (Axe / Initiative – Uruguay)
Bronze - Turn On Samsung - emPRENDÉ Samsung (Samsung 360 / Reprise – Uruguay)

Best Engagement Strategy

Gold - Gatorade 5v5 (Gatorade / MKTG – US)
Silver - Anti Abuse Dolls (Amnesty International / Kausa Havas – Paraguay)
Bronze - Suaventuras (Suave Kids / Initiative – Argentina)

Best Event/Experiential Campaign

Gold - Bringing to Mexico the North Pole Star (Coca-Cola / MediaCom – Mexico)
Silver - Hotel of Legends (Victoria / MediaCom – Mexico)
Bronze - A Christmas Flight (LATAM Airlines / Graphene – Argentina)

Best Launch Campaign

Gold - The Opening (H&M / UM – Colombia)
Silver - Turn On Samsung - emPRENDÉ Samsung (Samsung 360 / Reprise – Uruguay)
Bronze - Project Wonder Woman (Wonder Woman / MediaCom – US)

Best Social Media Strategy

Gold - Noticias Como Arroz / Bad News Spreading as Rice (Arroz Diana / MediaCom – Colombia)
Silver - A Priceless Journey (Mastercard – LatAm)

Best Use of an Influencer

Gold - EqualiTV (La Sirena / OMD – Dominican Republic)
Silver - A new Axe for a new man (Axe / Initiative – Uruguay)
Bronze - Mother's Day (Rosatel / Fluvip Group – Colombia)

Best Use of Content

Gold - Hotel of Legends (Victoria / MediaCom – Mexico)
Silver - Team Guaranie (Pilsen / Kausa Havas – Paraguay)
Bronze - Cry in Spanish 2.0 (Orange is the New Black Season 5 / Netflix – LatAm)

Best Use of Data

Bronze - Sprite Born to Refresh (Sprite / MediaCom – Mexico)

Best Use of Digital Platforms

Gold - Dove Programmatic Colours (Dove / Initiative – Argentina)
Silver - The Colour Of Corruption (Vigie Aqui / Grey – Brazil)
Bronze - The Coolest Way To Freeze Hunger (Mordisko / Initiative – Mexico)

Best Use of Programmatic

Gold - Dove Programmatic Colours (Dove / Initiative – Argentina)
Silver - Digital Advertising For The Real World (BMW / Initiative – Mexico)
Bronze - The Coolest Way To Freeze Hunger (Mordisko / Initiative – Mexico)

Best Use of Traditional Media

Gold - Snickers – Debate (Snickers / MediaCom – Puerto Rico)
Silver - Cristal Barrio (Cristal / Initiative – Peru)
Bronze - Everybody Wants To Be Batman (LEGO) (Warner Bros. Pictures / Initiative – Mexico)

Brands for Good Award

Gold - Anti Abuse Dolls (Amnesty International / Kausa Havas – Paraguay)
Silver - Anonymous Friend (Alcoholics Anonymous / J.Walter Thompson – Brazil)
Bronze - Life Line (Agencia nacional de vias / Havas Creative – Colombia)

*NEW* Best Campaign for a Local Brand

Gold - EqualiTV (La Sirena / OMD – Dominican Republic)
Silver - Hotel of Legends (Victoria / MediaCom – Mexico)
Bronze - Estrategia CERO Comisiones (Colpatria / OMD – Colombia)

*NEW* Best Integrated Campaign

Gold - Gatorade 5v5 (Gatorade / OMD Latin America – US)
Silver - Ala Sustainable Campaign (Ala / Initiative – Argentina)

*NEW* Best Sponsorship Activation

Gold - Olympic Moms (P&G Master Brand / Grey – Brazil)
Silver - Bombo De Mi Corazón / Heart Beat Drum (Huawei Sponsorship / MediaCom – Colombia)
Bronze - NFL Halftime on ESPN Brazil (IFOOD / ESPN – Brazil)

*NEW* Best Use of Ambient Media

Gold - Bombo De Mi Corazón / Heart Beat Drum (Huawei Sponsorship / MediaCom – Colombia)
Bronze - Skip Mirror (Skip / Initiative – Argentina)

*NEW* Best Use of New Technology

Gold - Anonymous Friend (Alcoholics Anonymous / J.Walter Thompson – Brazil)
Bronze - SABI Chef Bot (Knorr / Initiative – Colombia)

*NEW* Best Use of Real-time Marketing

Gold - API To Feed (LATAM Airlines / Reprise – Chile)
Silver - The Worst Offer on Black Friday (La Sirena / OMD – Dominican Republic)
Bronze - How to manage a crisis with a smile (Paleta Payaso / Ricolino / Starcom – Mexico)

*NEW* Content Creator Award

Gold - A Priceless Journey (Mastercard / Facebook – LatAm)

*NEW* Effective Use of e-Commerce

Silver - Beso Secreto (Hersheys Kisses / UM – Mexico)
Bronze - From a family business to a global company (LifeCell – US)

The Creative Use of Media Award

Gold - Poosters (Bepantol Baby / J.Walter Thompson – Brazil)
Silver - Snickers – Debate (Snickers / MediaCom – Puerto Rico)
Bronze - Bringing to Mexico the North Pole Star (Coca-Cola / MediaCom – Mexico)

The Effectiveness Award

Gold - The Coolest Way To Freeze Hunger (Mordisko / Initiative – Mexico)
Silver - Shell LATAM Pass Launch (Shell LATAM Pass / MediaCom – Argentina)