Some of the best creative ideas from Latin America were on display at this week's Wave Festival in Rio de Janeiro.
Here are Ad Age's five favorites among the winners:
F/Nazca Saatchi & Saatchi played on "curiosity killed the cat" to generate interest in a Sao Paulo art museum that closed for a year for renovation. The campaign "Curiosism" included a whimsical film-like spot [shown below], shot in French with Portuguese subtitles, that invites viewers to give in to their inherently feline, curious nature. At the end, they are invited to check out the changes and new exhibits at the Pinacoteca de Sao Paulo art museum.
The campaign, which won the Blue Wave award for the best integrated effort, included a website that let people watch what was going on inside the closed museum through a strolling robot with a camera. The museum store sold a range of products under the "Curiosism" brand, a play on art movements like cubism and surrealism. The curious could also peek into the museum through little holes on the outside of the building. There were also outdoor photo exhibits and other attractions, and the campaign included banners and a catalog.
"It was pertinent and well explored in different media. A complete story was told," said Ehr Ray, president of Sao Paulo agency Borghierh/Lowe and president of the Outdoor/Press jury. The Blue Wave/Integrated jury is composed of all the festival's jury presidents.
The Direct Grand Prix went to Ogilvy Argentina for solving the problem of how to bring the TED conference held in Buenos Aires to ordinary people, a challenge in Latin America. The answer was to call on "the city's most remarkable speakers." TEDx invited 50 taxi drivers to attend the Buenos Aires conference. The drivers added TedX taxi toppers to their cabs and were shown, in fascinating videos, chatting with their passengers about the ideas they had heard presented at the conference. One conversation was so engrossing that the driver finally asked "Where were we heading?" TEDx estimated the cab drivers reached seven times as many people as were in the audience at the Buenos Aires event. The video [shown below] ended with the intriguing line: "Coming soon...Hairdressers."
Brazil's best Groupon-like deal site, Peixe Urbano, used a simple device to explain the way a group-buying site gives you more for less.
The "Money Machine," created by Sao Paulo agency Almap BBDO, was a vending machine that sold more money for less. When people lured by a Sale! sign fed a bill into a slot, the machine returned twice as much money. The "Money Machine," winner of the Outdoor Grand Prix, was in operation for four hours over two days at a local shopping mall. On the side of the machine was the message, "Want a better discount than this? Go to Peixe Urbano."
It's hard to imagine a more compelling argument for buying a BGH air conditioner than the "Dads in Briefs" spot by Del Campo Nazca Saatchi & Saatchi, Buenos Aires. The truly funny spot, winner of the Film Grand Prix, reveals the hot summer nightmare some families live when fathers and grandparents strip down to skimpy briefs for daily living. Even the dog is appalled. The tagline: Get them dressed with a BBH air conditioner.
Finally, the Cyber Grand Prix went to Almap BBDO and Volkswagen's Innovation Channel website, where a spokesman talks about the car company while plucking images from the thumbnail videos on the right rail.
The fifth-annual Wave Festival was organized by Meio & Mensagem, Ad Age's editorial partner in Brazil.