El Sol: the best of the fest
by LOLA
LOLA was at the advertising festival El Sol in Bilbao last week (we might have even won a few awards). Amongst the many pieces of communication that were shortlisted, these are the ones that shone the brightest for us:
Eres mi hijo (You’re my son)
3 Golds in Integrated Campaigns & Innovation, Outdoor & Direct Marketing
This is yet another superb campaign from our network counterparts LOWE SSP3 for the Columbian Ministry of National Defence. Mothers whose sons are fighting as guerrillas hidden in the rainforests urge them to demobilise and come home for Christmas, with images of them as children that only they would recognise. Very powerful.
Hurácan Laura & Marta (Hurricane Laura & Martha)
Gold in TV/Cinema
Del Campo Saatchi & Saatchi made a brilliant comparison between the destructive power of hurricanes, and the destruction a woman can leave behind when she leaves her partner in these two ads. Purporting to show why hurricanes are named after women, the hilarious mockumentaries for Andes beer show desolate men suffering the effects of ‘Laura’ and ‘Martha’. Brilliantly acted and conceived, the films end with the scorned men being consoled by a friend, as a strapline reads: “A woman can take everything but your friends… well, she could take them too”.
Cabezas (Heads)
Bronze in Newspaper & Magazine
This print ad from our network partners Borghi/Lowe in Sao Paulo caught the eye with its nice illustrations for the pharmaceutical brand Anador. Using the strapline “your headache won’t stand a chance”, the ads are a humorous representation of how painkillers stop the chaos inside your head.
DNI Feliz (The Happy ID)
Grand Prix & Gold in Media
Silver in PR & Promotional Marketing
This sweet idea from McCann Lima for Coca-Cola won big at El Sol, with a Grand Prix & Gold in Media as well as two silvers. Perfectly on brand for Coca-Cola’s Open Happiness concept, the campaign incentivised the famously stern-faced Peruvians to smile for their ID card photos, in return for free printing and Coca-Colas. And the results were impressive: in the first month of the campaign, 90% of the 50,000 IDs processed by the government were Happy IDs. Simple and wide reaching. You can see the campaign’s case video here.
Jogo Bendito (Blessed Game)
Silver in PR
Funny football ads were two a penny at El Sol this year. There must be a World Cup on the way. Our favourite (apart from our own Líbero campaign, of course) was Jogo Bendito (Blessed Game) by Young & Rubicam Argentina for TYC Sports. Ingeniously, the ad took selected quotes from the Pope’s speech in Rio de Janeiro last year to make it sound like a rousing speech for the Argentinian national football team, ending with a brilliant closer.