|GOLD WINNER: CONSULTORIO DEL PUMA|
Client: Wm. Wrigley Jr. Co.'s Eclipse
Agency: Bravo Group
MARKETING CHALLENGE: Wrigley already had a well-known integrated campaign for Eclipse gum that captured the kitschy approach of the general-market ads in a wholly Hispanic way. The Spanish-language ads star aging Latin pop idol and former soap star José Luis Rodríguez, nicknamed "El Puma." The campaign's theme is "Unleash the puma within you" and features El Puma in ridiculous situations. Bravo's challenge was to engage younger Hispanics, who live online.
CREATIVE SOLUTION: For the website, Bravo offered silly interactive consultations with El Puma himself about how to be more confident and let that puma out. Visitors also browsed the campaign's TV and radio commercials and played games such as "Empúmate" ("Pumatize Yourself") by superimposing their own faces on a picture of El Puma. Consultoriodelpuma.com drew more than 20,000 visitors in a month.
|GOLD WINNER: "KARATE"|
Client: T-Mobile Sidekick
Category: Online Ad
MARKETING CHALLENGE: T-Mobile wanted to depart from mainstream mobile-phone advertising to reach a young, bilingual and increasingly social audience.
CREATIVE SOLUTION: Conill took advantage of what Mario Granatur, creative director for T-Mobile, calls a demographic "born into playing video games." The pull-down banner for the new Sidekick LX lets you move the ad forward by "choosing your best kick" -- literally. You're presented with an old-school, "Street Fighter"-esque scenario in which you, an average joe in a zipper sweater and blue jeans, are pitted against what appears to be a beefed-up Karate Kid. You're given four options: frontal kick, back kick, flying kick and, appropriately, sidekick. All the moves fail, ending in utter defeat and humiliation, except the sidekick, which summons a posse of your roving friends via -- you guessed it -- a Sidekick. They run your enemy off screen. The conceit: With a Sidekick, you're always connected.
|GOLD WINNER: KATRINA FOUNDATION|
Client: Katrina Foundation
Agency: La Comunidad
Category: Online Ad
MARKETING CHALLENGE: "We wanted to say, 'Hey, this is still a forgotten place,'" says Jose Molla, La Comunidad's co-founder and creative director, about the pro bono work. "We wanted to make it a wake-up call."
CREATIVE SOLUTION: The campaign features three online ads that frame the devastation. One urging people to help "put the Gulf Coast back together again" features a jumbled picture of a house meant to be rearranged back the way it was. Another, a bird's-eye view of homes flooded to the brim, shows citizens on the roofs waiting for rescue who animate and call for help when a mouse is rolled over them. The third is a stark shot of the wreckage of a house, with the message "Ignoring New Orleans has done more damage than Katrina."
|SILVER WINNER: "AUTODANZ"|
Client: Toyota Motor Sales USA's Scion XB
Agency: Nobox Marketing Group
San Juan, Puerto Rico
Autodanz looks like a real dance troupe until the visitor sees the performers sing and dance inside a car. It's fun to meet them on the site and see how they move around gracefully inside a Scion xB.
|BRONZE WINNER: BLUE SHIELD HABLA TU IDIOMA|
Client: Blue Shield of California
Blue Shield does a clever job of getting out the message that there are many doctors in California who speak Spanish. A series of videos makes it clear why this is important, like the grown son embarrassed to be his mother's translator at the doctor and the woman who interprets for her mother-in-law and translates "Get lots of exercise" as "Stay in bed; what a shame you won't be able to come visit."
SOLO DE CHIKAS: |
"VIDEO JUEGOS," "AT THE MOVIES," "DATING"
Client: Procter & Gamble Co.'s Always
Agency: Bromley Communications
The Hispanic side of P&G's Beinggirl.com site to promote the Always feminine-hygiene brand is called "Solo de Chikas" ("Just for Girls") and shines in a series of artless videos on YouTube. The videos feature young Latina actress and comedian Anjelah Johnson talking -- in English with a dash of Spanglish -- about what life would be like in a girl's world. In her monologue about video games, she complains there aren't any good video juegos for girls; if there were titles like "Don't Steal My Boyfriend" or "Buy One, Get One Free," she says, "I'd be the champion." In "At the Movies," viewed more than 178,000 times on YouTube, she complains about the need for more girls' than boys' restrooms at the movies. "Dating" sees Ms. Johnson proposing that guys wear a T-shirt with their shortcomings written on the front, like "Two Girlfriends" or "Mama's Boy."
BRONZE WINNER (PUERTO RICO):
ELECTRONIC CHRISTMAS CARD
Client: JWT San Juan
San Juan, Puerto Rico
Category: Viral Marketing
The judges spent a lot of time playing this game. For Christmas 2007, JWT combined "Guitar Hero," a popular holiday gift, with the guiro, a traditional Puerto Rican instrument, and came up with the game "Guiro Hero" and e-mailed it to everyone they know. It turned into a fast-spreading viral game that's hard to stop playing.