Hispanic Creative Advertising Awards 2010

Hispanic Creative Advertising Awards 2010: Meet the Judges

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MAIN JURY
Icaro Doria
Icaro Doria
Jury president
group creative director, Goodby, Silverstein & Partners
A favorite ad:
LatinWorks' TV and radio for Cine las Americas [pairing bizarre exhortations of Latin leaders with the tagline "If this is our reality, imagine our films."] is a brilliant campaign that brings the reality of our home continent to advertising. It's funny and shocking at the same time and is also very intriguing, and really makes me want to attend the Cine las Americas festival.
Curro Chozas
Curro Chozas
Associate creative director, Grupo Gallegos and president of Circulo Creativo
A favorite ad:
In a TV weather forecast...we see the sign language translator in the lower right corner, waving her hands until she's struck by how smooth they are and begins to admire them. The pack shot and slogan for Olay's Dawn Hand Renewal moisturizer appear. The element of surprise is most effective when the consumer doesn't expect to be surprised. It's a very simple ad [by De La Cruz/Ogilvy in Puerto Rico] that demonstrates the product benefits and uses media in a very original way.
Carlos Tornell
Carlos Tornell
VP-creative director, Bravo Group
A favorite ad:
The print campaign for Harley Davidson's Harlistas by Carmichael Lynch was very well balanced in terms of art direction and copywriting. The detail on the layout and the skill in writing long copy reached a perfect equilibrium. It was just enough detail without over art direction and the stories were very well told.
Maria Bernal
Maria Bernal
Associate creative director, Lapiz
A favorite ad:
I liked the UNICEF/Tap project coin by Casanova Pendrill because making people pull a coin out of their pockets [for a lottery-like scratch card] without them thinking too much about it is great. And it's even better to make them feel uncomfortable by telling them how much they can help [in the message underneath] with just that one coin.
Norbi Zylberberg
Norbi Zylberberg
VP-group creative director, LatinWorks
A favorite ad:
I really liked how the social network trigger worked on Sara's Secret Sex Shop by Dieste -- the "Think Dirty" proposition to start creating buzz [for a sex shop that struggled to become better known in conservative Texas. The Facebook campaign invited people to submit their own "Think Dirty" pictures, shared on Facebook and later on a microsite where people could email them for Valentine's Day].
Kathleen Haley
Kathleen Haley
Director, multicultural marketing, Hewlett-Packard
A favorite ad:
The Tecate Anthem TV series by Adrenalina was a great way of celebrating the common 'Jose,' showing the toil immigrants face in their everyday work. It differentiates the brand from others who oftentimes use more aspirational lives/actors, vs. showing tough/hard workers doing what they do all the time.
Daniel Marrero
Daniel Marrero
Founder and creative director, Creative on Demand
A favorite ad:
My favorite is the "Batalla" radio spot for Bounty by Lapiz. Simple, engaging, effective and a great use of theater of the mind.
INTERACTIVE AND DIRECT JURIES
Chiqui Cartagena
Chiqui Cartagena
Senior VP-multicultural marketing, Story Worldwide
A favorite ad:
The Fanhancer campaign by Coca-Cola targeting teens, by SCPF America, really captures the multicultural future of America...and of the world! We need to make sure campaigns are truly engaging and hyper-targeted in order to deliver the best results for our clients and this campaign does it in spades.
Alberto Ferrer
Alberto Ferrer
Managing partner, director of direct and digital marketing, Vidal Partnership
A favorite ad:
The Day of the Dead work for Latino Cultural Center by Dieste took a culturally-relevant creative idea and brought it to life through a disciplined integrated direct marketing approach and they generated impressive results. I enjoyed the postcards they sent to consumers, asking them to decorate them and send them back. And they received thousands!
Gustavo Garcia
Gustavo Garcia
Executive creative director, Media 8 Digital Marketing
A favorite ad:
The "Cada 48 Horas" campaign by JWT San Juan against the swine flu for the Red Cross in Puerto Rico was a very original way to use the social power of YouTube and prompt clear prevention action. But best of all, it turned an otherwise panicky situation into a calm, entertaining message that people wanted to share.
Vince Andaloro
Vince Andaloro
Ppresident-CEO, Latin-Pak Hispanic Direct Marketing
A favorite ad:
The NFL's "Balon de Troya" [sending 50 decision makers "Trojan Balls" that looked like footballs but, when opened, were soccer balls imprinted with stats on Hispanic NFL fans] was "to touch, to feel, to receive." The NFL and its ad agency were thinking clearly and wanted the best impact...touchdown! Way to go, NFL and The Vidal Partnership.
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