Agency: McCann Erickson Puerto Rico, San Juan
one of the few entries for which the judges voted unanimously to award a Gold, this poignant PSA campaign conveys the message that "The homeless are so much more than what meets the eye." Under a woman's photo, the letters L-O-C-A (Spanish for "crazy") are spelled out in words and brief phrases like "sense of humor," "five children" and "married 31 years." The "Loca" ad also won a Gold award in the Magazines category. A similar ad using a man's photo spells the word "Vago" (Spanish for "vagrant").