To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Hispanic Creative Ad Awards 2008

Out of Home Winners

Published on . 0

SILVER WINNER: SUPERLOTTO PLUS CAMPAIGN:
"VIP," "VUELTA," "TRISTE"
VIP
Enlarge
Client: California Lottery's SuperLotto Plus
Agency: Casanova Pendrill
Costa Mesa, Calif.

Casanova Pendrill's trio of California Lottery memo-style billboards ask tough questions such as "Would $15 million really make you that sad?" The bottom line: Even "smaller" sums are a big deal.

SILVER WINNER (PUERTO RICO): "CLEANERS"
Cleaners
Enlarge
Client: Toyota Motor Sales USA's Tundra
Agency: Badillo Nazca Saatchi & Saatchi
San Juan, Puerto Rico

Two window-washer mannequins get to work on the mud-splashed grill of the Tundra pickup. The ad commands attention, as it's plastered on a three-story garage with a Toyota logo about 20 times the size of the workers.

SILVER WINNER (PUERTO RICO): "TOILET PAPER"
Toilet Paper
Enlarge
Client: Johnson & Johnson's Imodium
Agency: EJE
San Juan, Puerto Rico

In a reminder of how much time one spends in the bathroom when diarrhea attacks, EJE mounted an empty toilet-paper roll on a billboard next to a big picture of the suggested solution, a bottle of Imodium. The idea is so clear that no words are needed.

BRONZE WINNER: TIDE CAMPAIGN:
"ANGELITOS"
Angelitos
Enlarge


Angelitos
Enlarge


Angelitos
Enlarge
Client: Procter & Gamble Co.'s Tide
Agency: Conill
New York

Tide has become so well-known as a stain fighter that its ads no longer need words. P&G's research found that Hispanic women find stains evil and frustrating. So Tide dispatches a few cherubs to fly away with the dripping stains and guard Hispanic women 18 to 49 against stains and the anxiety they cause. (The newspaper version of "Angelitos" won a Silver in that category.)

BRONZE WINNER (PUERTO RICO): "LAMPPOST"
Lamppost
Enlarge
Client: Procter & Gamble Co.'s Duracell
Agency: De la Cruz & Asociados
San Juan, Puerto Rico

The weather never stops, so be prepared with plenty of batteries. A realistic-looking utility pole was crashed into the billboard. Part New Yorker cartoon and part PSA, the witty ad re-creates a familiar sight in hurricane and blackout-prone Puerto Rico. The dangling wires are an inspired touch.

Read These Next

Comments (0)