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Caribbean Agencies Finally Take Top Honors at Festival Caribe

BBDO, Guatemala Wins Grand Prix With Karate Cow, Wrestling Chicken

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PANAMA CITY, Panama (AdAge.com) -- The annual 14-country Caribbean advertising show Festival Caribe, organized by Panama's Circulo de Creativos, has a fairly loose definition of Caribbean: The U.S. Hispanic market counts. And when Ecuador, which has no festival of its own, sent a letter three years ago asking to join, the easygoing Panamanians said sure.
Another participant, Cuba, is indisputably a Caribbean country but isn't exactly on the awards circuit. It sent two admen -- but no ads -- to this year's festival, held Feb. 21 to 23.

Brazil, Argentina and Chile send judges and speakers. This year the Brazilian judge, an art director from Almap BBDO, was stopped at the airport because of a new rule requiring a yellow-fever vaccination. He missed the judging and a BBDO party in his honor but managed to give his speech via satellite from Brazil.

The U.S. Hispanic market usually takes top honors at the festival but this year was eclipsed by agencies such as Leo Burnett, Puerto Rico, and BBDO, Guatemala, winners of the Grand Prix for TV and print, respectively, for Procter & Gamble's Ace detergent spot "Basketball" and a campaign for Bayer de Centroamérica's Alka-Seltzer. The print ads demonstrate the need for Alka-Seltzer with pictures of tough-to-digest animals such as a wrestling chicken ("Luchallina") and a karate cow ("Vacateca") standing on dinner plates.

Conill and Dieste Harmel & Partners were the big winners from the U.S. Hispanic market. Dieste picked up TV gold for Clorox's Pinesol, silver for Nationwide insurance and print gold for Interstate car batteries.

Conill, Saatchi & Saatchi's U.S. Hispanic shop, won seven print awards, all for Procter & Gamble's Tide anti-stain campaigns, which have been festival favorites for the past couple of years. Conill took home one gold, three silver and three bronze for the Tide work, plus a bronze award in the internet category for the Toyota 4Runner.
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