We spoke with Ogilvy, DAVID, Cruzcampo and Burger King about their impressions after the El Sol 2021 festival gala in which they garnered numerous awards.
Spain woke up this morning with an overdose of creativity and a huge emotional hangover. And it is no wonder, after having been the most awarded country in the 35th edition of the gala of El Sol. The Ibero-American Festival of Advertising Communication that was held last night.
Total, Spain managed to take home a total of 116 awards, thus leading the ranking of the most awarded countries, followed by the United States (36 awards), Peru (13 awards) and Argentina (10 awards). And how could it be otherwise after this overwhelming success of the Spanish campaigns in Sun, on MarketingDirecto.com we wanted to talk to the big winners last night: Pancho Cassis, partner and Chief Creative Officer Global de DAVID; Roberto Fara, Chief Creative Officer de Ogilvy; Esteban Velasco, Senior Marketing Manager of Cruzcampo; Y Beatriz Faustino, Marketing Director of Burger King Spain and Portugal.
«Moldy Whopper», by DAVID Miami, INGO and Publicis for Burger King, won the Platinum Sun on a night in which the campaigns of this brand shone. The campaign with which Ogilvy and Cruzcampo resurrected Lola Flores It was another of the great winners. In addition, four of the eight Grands Prix that were distributed were for DAVID’s divisions in Madrid and Miami.
From DAVID, Pancho Cassis He has confessed to us that they feel doubly happy for what the recognition implies and for the fact that it arrives from his offices in Madrid, taking into account that it is the first participation of this headquarters. “It is I am proud to have been awarded in this difficult year, because the teams have made an exceptional effort to carry out the work from home, without means and with much less investment “, confesses the CCO of the agency. In addition, beyond the Platinum Sun they achieved with Burger King’s “Moldy Whopper”, Pancho is happy for the rest of the ideas (13 in total) with which DAVID Madrid went to the festival and which were awarded. «We got awards with 12 different ideas; global, local campaigns… That speaks to you of quantity and diversity ”, he assures.
About this gala, which was held, in part, in person at the Circo Price Theater, Pancho says that «it was exciting to return to normality for a while, to feel the excitement for the jobs, not only their own, but from the rest of the guild colleagues as well. The creatives, especially, we miss human contact: share, experiment, discuss and learn ».
From the Ogilvy team, Roberto Fara has agreed that this has been a very hard year, with great challenges, but that it has brought wonderful things: «The pandemic has simply been a challenge that we have managed to overcomeWe must recognize all the teams, of all the agencies, because the people who work in them have managed to do an excellent job. They have had to adapt in a year to find new chemistries and synergies through a screen ».
Personally, Fara confesses that it has been a very important year, because with his arrival at the agency from New York, shortly before COVID, he began a new project in which the lines of creativity and the type of agency that they wanted it to be Ogilvy. “Feeling that even with COVID we have managed to do great things has made us very happy. We have taken the El Sol ceremony as a closing moment of this year, and it could not have ended better«, He assures.
Regarding the peculiarity of this edition of El Sol, in which works from 2019 (pre-pandemic) and 2020 (post-pandemic) were judged, Fara comments that it has been a great challenge especially for the jury, of which he has had the opportunity to be a part. For the Chief Creative Officer of Ogilvy it has been wonderful to meet again with the jury in person, which has been made up of people with a lot of names and a lot of profession since, he considers, you learn and build much of what the jobs you see and you are inspired by the work of other people. However, Fara emphasizes that it has not been easy, because “every time the profession finds new categories, media and technologies… it broadens the discussion, that although it is long and arduous, you come out learning a lot. I think the pandemic has brought us a new way of working, which is going to be a mixed space, with private spaces and common spaces. This is going to be a boost to the industry ”, he asserts.
For Cruzcampo, that his campaign has been so awarded, is «a joy because it is a job of many years that culminates with this great piece by Lola Flores », as he tells us Esteban Velasco. The company carried long time working on a relaunch of the Cruzcampo brand which has brought with it a makeover, the launch of the special Cruzcampo and various innovations, and which had as its centerpiece “the launch of this new brand idea ‘With a lot of accent’ that Lola Flores told in a totally unexpected way. “You watch 60 seconds and you may think that it is an isolated or very specific job, but it is part of a much larger job,” he emphasizes.
In addition, for Velasco, the circumstances in which the pandemic was conceived and developed make recognition even more valuable. “In March 2020 we were about to launch it and this pandemic came that paralyzed everything and made us have to delay it,” says Cruzcampo’s Senior Marketing Manager. The team and the agencies had to plan the launch up to five times, but they never threw in the towel. “We have always had the desire and strength to think about the next re-planning,” he says. And they all knew they had something very powerful in their hands, both in the form of the message -with Lola Flores as spokesperson- and in the background -a message of authenticity-.
For its part, Beatriz FaustinoMarketing Director, Burger King Spain and Portugal, tells us that “for all of us who are part of Burger King, it is a great satisfaction that the El Sol festival recognizes the creative work of our brand. We are very proud of the teamwork with DAVID, from which such brilliant and innovative ideas arise that elevate our image and that are linked to the DNA of our brand in a unique way and in our tone.. All the awards that we collected yesterday encourage us to continue betting on creativity as the fundamental axis of Burger King and to continue being daring in our way of connecting with consumers.
In addition, for the brand and its creative agency DAVID this edition of El Sol has been very special. “We lived last night with great emotion and we felt enormous satisfaction for the extensive number of awards received,” he concludes.
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Source: Marketing Directo by www.marketingdirecto.com.
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