The U.S. Hispanic market had its best year yet at the Cannes Lions International Festival of Creativity, with seven agencies winning 18 Lions, including a Grand Prix in the Press category for The Community (formerly La Comunidad).
The Community's Miami office picked up one-third of the U.S. Lions, all but one for the City of Buenos Aires' Public Bike System.The idea of this fun, illustrated print and out-of-home campaign "Never Stop Riding" was to demonstrate that the bikes are now available 24 hours a day, rather than just during the day. To convey that non-stop message, a bike's two wheels are personified as familiar "partners" in a chase: a baby and a breast, a dog and its tail, and a squirrel and a chestnut.
In addition to the Grand Prix, the campaign won two golds in the press category and a gold and a silver in outdoor. The Community's other Lion, a Press bronze, was for another City of Buenos Aires program, for blood donations, and highlights three cultural icons including Andy Warhol whose lives were saved by transfusions.
The other gold Lion winner was Bravo/Y&R in Miami, with a Radio gold and silver award for Popclik headphones.
Conill, Saatchi & Saatchi's U.S. Hispanic agency, won a PR silver and an Outdoor bronze Lion for its "Mas Que un Auto" ("More Than a Car") campaign for Toyota, featuring a small, symbolic badge that Toyota owners could place on their cars bearing the unique nicknames of their automobiles.
Conill also took home a Press bronze for a campaign for Procter & Gamble's Crest.
New York startup We Believers won a Promo & Activation silver Lion for "Volvo Hijacking Service," in which fake online search ads offered prospective buyers of other luxury car brands a free ride to those dealerships—in a Volvo, driven by a Volvo salesman.
That effort, as well as two campaigns by Chicago shop Lapiz for the Mexico Tourism Board, were among the Five Best Ideas awarded by Circulo Creativo in the U.S.H. Idea awards described here, At Cannes, Lapiz won a Design bronze for "Snow Graffiti," capitalizing on Chicago's awful winter by creating graffiti from snow, spelling out messages on walls like "Beaches with sand this white," and a PR bronze for "Los Cabos Reselfies." Lapiz also got a Media bronze for Allstate effort "#SendBadLuck.""
Dieste won two Lions, a Media silver and a Cyber bronze, for a Dallas Pet Adoption effort called "Adoption Trends."
Alma took home an Outdoor bronze for "Panda," an ad for Clorox's Greenworks ecologically-friendly cleaning products.
Three other agencies – LatinWorks, Lopez Negrete Communications and Walton Isaacson – had work shortlisted at Cannes. This year there were 427 submissions by U.S. Hispanic agencies at the festival, according to estimates by Circulo Creativo.