2015 Winners
CÍRCULO CREATIVO AND AHAA ANNOUNCE WINNERS OF THE 2015 USH IDEA AWARDS
Top Five Idea Awards Went to We Believers, Conill and Lápiz with Top Honors to Grupo Gallegos
Miami, FL and McLean, VA, April 29, 2015 — The best in Hispanic creative was celebrated last night at the Fourth Annual U.S.H. Idea Awards with a gala, which took place at the Colony Theatre in Miami, honoring the work of the industry’s most strategic and creative thinkers. With hundreds of entries received from creative talent in the U.S. Hispanic market across 14 categories with 135 subcategories, Círculo Creativo, in partnership with AHAA: The Voice of Hispanic Marketing, announced a diverse slate of U.S.H. Idea winners.
“We are excited to announce that we have more entries, more jurors, and more awards than ever; this speaks to our commitment and inclusiveness within the industry,” said Gustavo Lauría, president of Círculo Creativo and co-founder at We Believers. “The list of winners reflects the evolution of our market, with major advertisers, such as Clorox, Toyota, Volvo and California Milk Processor, coming away with multiple awards.”
Forty-three campaigns earned 57 awards, following a rigorous review by an expanded international jury panel. In addition, five campaigns were selected as the “Best in Show” for the Top Five Idea Awards:
THE BEST IDEA OF THE YEAR
Title: "Brave"
Agency: Grupo Gallegos
Client: California Milk Processor
2nd BEST IDEA OF THE YEAR
Title: "The Volvo Hijacking Car Service"
Agency: We Believers
Client: Volvo North Miami
3rd BEST IDEA OF THE YEAR
Title: "Más Que Un Auto"
Agency: Conill
Client: Toyota
4th BEST IDEA OF THE YEAR
Title: "Snow Graffiti"
Agency: Lápiz
Client: Mexico Board of Tourism
5th BEST IDEA OF THE YEAR
Title: "Los Cabos Reselfies"
Agency: Lápiz
Client: Mexico Board of Tourism
As winner of the Best Idea of the Year, Grupo Gallegos will win two free Master Classes courtesy of Hyper Island, a creative business school focused on helping professionals learn how to adapt to changes brought on by the digitization of life. This reinforces Círculo and AHAA’s commitment to providing creative teams with education resources to continue elevating their work.
A jury of the most decorated creative directors collaborated with Círculo and AHAA, including international jurors Jaime Rosado (JWT Puerto Rico – JURY PRESIDENT) and César Agost Carreño (Ogilvy Latin America), and 20 of the most decorated creative directors from top agencies: Alma, BBQ Agency, Bravo Group, Casanova Pendrill, the community, Conill, d expósito and Partners, Diego + Kbar + Partners, Dieste, DLAtino, Lápiz, LatinWorks, López Negrete Communications, MARCA Miami, Richards/Lerma, We Believers, Wing, Zubi Advertising Services, and *S,C,P,F...
“Bringing together this jury panel was a highlight of this year’s U.S.H. Idea Awards and it ignited an important conversation of the role that Hispanic creativity plays in the marketplace,” said fellow juror Aldo Quevedo, chair of AHAA, Círculo board member, and principal/creative director at Richards/Lerma. “As more companies continue targeting the minority-mainstream, the creatives and agencies on this winning slate possess the insights, cultural cues, and relevant imagery and messages to captivate audiences and help grow a brand.”
2015 U.S.H. Idea Awards by Category
Direct, Promo & Activation
DIRECT, PROMO & ACTIVATION
Direct: Use Of Digital Marketing, Digital Platforms, Mobile Marketing, Social Commerce
Bronze: Zubi Advertising - Camisetrón - Ford
DIRECT, PROMO & ACTIVATION
Direct: Strategy: Acquisitions, Retention, Product Launches (B2B And B2C Audiences)
Gold: Conill - Más Que Un Auto - Toyota
DIRECT, PROMO & ACTIVATION
Direct: Strategy: Acquisitions, Retention, Product Launches (B2B And B2C Audiences)
Gold: We Believers - The Volvo Hijacking Car Service - Volvo North Miami
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Promo & Activation: Guerrilla Marketing, Promotional Stunts, Live Advertising
Gold: We Believers - The Volvo Hijacking Car Service - Volvo North Miami
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Promo & Activation: Guerrilla Marketing, Promotional Stunts, Live Advertising
Bronze: Conill - Más Que Un Auto - Toyota
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Promo & Activation: Guerrilla Marketing, Promotional Stunts, Live Advertising
Bronze: LatinWorks - Vibes - Domino's
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Promo & Activation: Guerrilla Marketing, Promotional Stunts, Live Advertising
Bronze: Walton Isaacson - #Thewaterproject - The Water Project Foundation
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Online Advertising, Other Digital Platforms, Social Platforms, Social Audience In A Promotional Campaign
Gold: Lápiz - Los Cabos Reselfies - Mexico Board of Tourism
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Online Advertising, Other Digital Platforms, Social Platforms, Social Audience In A Promotional Campaign
Silver: Dieste - Adoptable Trends - Dallas Pets Alive
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Online Advertising, Other Digital Platforms, Social Platforms, Social Audience In A Promotional Campaign
Silver: Lápiz - #Enviamalasuerte - Allstate
DIRECT, PROMO & ACTIVATION
Promo & Activation: Use Of Online Advertising, Other Digital Platforms, Social Platforms, Social Audience In A Promotional Campaign
Bronze: Alma - Street Music Library - Personal Music
Media
MEDIA
Direct, Promo & Activation
Gold: Conill - Más Que Un Auto - Toyota
MEDIA
Direct, Promo & Activation
Gold: We Believers - The Volvo Hijacking Car Service - Volvo North Miami
MEDIA
Best use of media
Bronze: Richards/Lerma - 4.6 Seconds - Metro PCS
Outdoor
OUTDOOR
Ambient: Special Solutions, Live Events, Outdoor Experiences
Gold: Lápiz - Snow Graffiti - Mexico Board of Tourism
OUTDOOR
Household. Cosmetics, Beauty & Toiletries. Pharmacy.
Silver: Alma - Kingsford Fast Lighting Charcoal Campaign: Cheetah & Car - Kingsford - Clorox
OUTDOOR
Household. Cosmetics, Beauty & Toiletries. Pharmacy.
Silver: Alma - Greenworks Species II Campaign: Panda, Fish, Frog - Clorox
OUTDOOR
Corporate Image
Bronze: Alma - Rosetta Stone Catapult Campaign: Office, Bar, Stairs - Rosetta Stone
Craft
CRAFT
Film: Art Direction
Bronze: Grupo Gallegos - Brave - California Milk Processor
CRAFT
Press / Outdoor Poster / Design: Art Direction
Silver: Alma - Rosetta Stone Catapult: Office & Bar Campaign - Rosetta Stone
CRAFT
Press / Outdoor Poster / Design: Art Direction
Bronze: López Negrete Communications - Iceberg & Mountain Campaign - Walmart
CRAFT
Press / Outdoor Poster / Design: Illustration
Gold: Alma - Kingsford Fast Lighting Charcoal: Cheetah & Runner Campaign - Kingsford - Clorox
CRAFT
Press / Outdoor Poster / Design: Illustration
Silver: Alma - Rosetta Stone Catapult: Office & Bar Campaign - Rosetta Stone
CRAFT
Film: Direction
Gold: Grupo Gallegos - Brave - California Milk Processor
CRAFT
Film: Cinematography
Silver: Grupo Gallegos - Brave - California Milk Processor
Design
DESIGN
Logo, Brand & Identity
Bronze: Richards/Lerma - Skate Is - Nike
Press
PRESS
Household. Cosmetics, Beauty & Toiletries. Pharmacy.
Gold: Alma - Kingsford Fast Lighting Charcoal Campaign: Cheetah, Runner, Car - Kingsford - Clorox
PRESS
Household. Cosmetics, Beauty & Toiletries. Pharmacy.
Silver: Conill - Smile Campaign: Hospital, Cry, Photos, Break Up, 29, Rain - Procter & Gamble
PRESS
Household. Cosmetics, Beauty & Toiletries. Pharmacy.
Bronze: Alma - Greenworks Species II Campaign: Panda, Fish, Frog - Clorox
PRESS
Commercial Public Services. Public Health & Safety. Public Awareness. Fundraising, Donations & Appeals
Bronze: Zubi Advertising - Villains - Ford
PRESS
Corporate Image
Silver: Alma - Rosetta Stone Catapult Campaign: Office, Bar, Stairs - Rosetta Stone
Radio
RADIO
Foods
Silver: LatinWorks - Adoptado - Skittles
RADIO
Household. Cosmetics, Beauty & Toiletries. Pharmacy.
Bronze: Alma - Liquid Plumr: Hello - Clorox
Cyber & Mobile
CYBER & MOBILE
Cyber: Social: Levels Of Engagement, Social Reach, Creative Use Of Social Networks And Activity
Silver: Dieste - Adoptable Trends - Dallas Pets Alive
CYBER & MOBILE
Mobile: Use Of Mobile Technology
Silver: Wing/Grey - The Appstrip By Ximo - Ximo Abadia
CYBER & MOBILE
Mobile: Online Video, Social Video, Interactive Video & Webisodes
Bronze: AC&M Group - Camiseta De México Soccer.com / Tres Tristes Tigres
Film
FILM
Foods
Gold: Grupo Gallegos - Brave - California Milk Processor
FILM
Travel, Transport & Tourism Entertainment & Leisure
Bronze: Conill - Father - Consulado de Argentina
FILM
Low Budget Film (50K Max )
Bronze: Zubi Advertising - Vampire Kid - Ford
FILM
Internet & Viral Film
Bronze: Bravo/Y&R - Otro Pretzel Más - Wendy's
FILM
Alcoholic & Non-Alcoholic Drinks Tobacco And Cigarette
Bronze: the community / la comunidad - Real Rewards - Box - Modelo Especial
FILM
Household. Cosmetics, Beauty & Toiletries. Pharmacy.
Bronze: Conill - Date & Job Interview Campaign - Procter & Gamble
FILM
Cars & Automotive Services
Bronze: López Negrete Communications - De Lo Ordinario A Lo Extraordinario - Chrysler
FILM
Cars & Automotive Services
Bronze: Zubi Advertising - Vampire Kid - Ford
FILM
Commercial Public Services. Public Health & Safety. Public Awareness. Fundraising, Donations & Appeals
Silver: Alma - AARP Spoon - AARP
FILM
Commercial Public Services. Public Health & Safety. Public Awareness. Fundraising, Donations & Appeals
Silver: Bravo/Y&R - Distraction - We Save Lives
FILM
Commercial Public Services. Public Health & Safety. Public Awareness. Fundraising, Donations & Appeals
Bronze: Conill - Bad Guy - Destilería Serrallés
Innovation
INNOVATION
All Entries
Silver: Alma - Glad Picnic - Clorox
Integrated
INTEGRATED
All Entries
Silver: Dieste - The Story Of Emma - Mi Escuelita Preschool in Dallas
Beyond Hispanic
BEYOND HISPANIC
Film
Gold: the community / la comunidad - Watch Don't Learn - Redneck - VH1
BEYOND HISPANIC
PR
Bronze: Wing/Grey - The Fan Trainer - Procter & Gamble
BEYOND HISPANIC
Press
Bronze: López Negrete Communications - Iceberg - Walmart
BEYOND HISPANIC
Outdoor
Silver: López Negrete Communications - Mountain - Walmart
BEYOND HISPANIC
Outdoor
Bronze: the community / la comunidad - Converse - Donate Your Shadow - Converse HQ & Brasil
BEYOND HISPANIC
Direct, Promo & Activation
Silver: Conill - The Stitched Shirt - Susan G. Komen
BEYOND HISPANIC
Direct, Promo & Activation
Bronze: the community / la comunidad - Converse – Donate Your Shadow - Converse HQ & Brasil
BEYOND HISPANIC
Design
Silver: Conill - The Stitched Shirt - Susan G. Komen