Winning Gold

Every year the Cannes Lions International Festival of Creativity comes and goes and leaves everyone in the ad industry in awe: awe of “why didn’t I think of that”, awe of “I wish we had the freedom to do that,” or perhaps, “I’m glad I didn’t do that.” This year, our very own Austin-based agency, LatinWorks, has left others jealous of their gold and bronze winning Cine Las Americas radio campaign. If you haven’t familiarized yourself with the campaign yet, you should. It’s shocking, attention-grabbing, and darn right funny. I won’t give too much away (because I want you to see/hear it for yourself), but I will say that the tagline of the whole thing is, “if this is what our reality is like, imagine our films.” LatinWorks was not the only multicultural US-based advertising agency that took home awards from Cannes. Lapiz won a silver for a P&G radio spot. Bravo took home two bronze awards for their radio spots for Leica’s V-Lux 20 camera. Last but not least, Grupo Gallegos won a bronze Media Lion for the Alzheimer’s Association. What I find great about all of these campaigns is that they are appealing to everyone (not just Hispanics) because they are based off of truths. It’s not about the Hispanic market vs. the general market, it’s about the multicultural market as a whole. Language is not the only thing that makes these campaigns different – and I think all of these agencies get that. Congrats to our hometown shop for bringing home the gold at Cannes and to all of the others for a job well done!