Hispanic Creative Advertising Awards 2010

Hispanic Creative Advertising Awards 2010: Nontraditional/Guerrilla Marketing Winners

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SILVER WINNER
Unilever "Collector's Item"
Uniiever - Collector's Item
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Agency: JWT, San Juan, Puerto Rico

To boost sales, Unilever sponsored the visits of popular stars of a leading, locally produced Puerto Rican telenovela to supermarkets to meet female shoppers and sign autographs for them. The twist: Anyone who wanted an autograph had to buy a Unilever product for the actors to sign, turning each package of brands such as Wisk detergent, Snuggle fabric softener, Dove and Hellman's into a collector's item. More than 30,000 autographs were signed -- and 30,000 Unilever products sold -- during 10 supermarket visits.


SILVER WINNER
Cruz Roja Americana "Cada Dos Horas"
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Agency: JWT, San Juan, Puerto Rico

MARKETING CHALLENGE: In the midst of the AH1N1 flu crisis, the American Red Cross wanted to raise awareness about the virus, educate people about precautions and prevent them from panicking.

CREATIVE SOLUTION: JWT San Juan created "Cada dos horas" ("Every Two Hours") to remind people to wash their hands regularly to fend off flu germs and remain calm despite fears of a flu epidemic. The Cadadoshoras.org digital video alert system used email and social-media platforms Twitter and Facebook to send out witty updates exactly every two hours reminding people to wash their hands.

Each alert was a video of a celebrity telling a joke or doing something funny while washing their hands and conveying a simple message to wash hands and relax. Local luminaries including politicians, fashionistas, musical artists, TV news anchors and even the Governor of Puerto Rico himself joined the effort by recording short videos.

"Cada dos Horas" also won a Silver award in the integrated/multimedia category.

-- LAURA MARTINEZ


BRONZE WINNER
Unicef/Tap "Coin"
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Agency: Casanova Pendrill, Los Angeles

To make people aware that $1 buys drinkable water for 40 children for a day and to persuade them to make a donation, the agency took to the streets to hand out postcards similar to lottery scratch cards. When people scratched the surface with a coin, the message about clean water and making a donation was revealed. In addition to the donations collected, visits to the website went up 11%.


BRONZE WINNER
Acura "Acura Case"
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Agency: Concept Cafe, Miami

Audi was the exclusive car sponsor of Miami Art Week, so Acura took a different route. Since ads can be displayed on a company's own premises, Concept Cafe took advantage of the agency's prime location in the heart of the Design District to project images of the Acura ZDX across the agency's huge wall of windows, where the car could be seen by an estimated 80,000 passersby.


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