MERCADEO Versión en español
Sajo Ruiz from Festival Cúspide the collaboration between human creativity and artificial intelligence marks a new era
Claudia Smolansky| 11 de agosto de 2023
Sajo Ruiz de Sajo//McCann
The advertising industry celebrated in style the most outstanding works of the past year in the 41st edition of the Cúspide National Advertising Festival. The event organized by the Puerto Rico Advertising Association is the most important local award in the advertising industry, and recognizes those campaigns or projects that have stood out for their creativity, innovation, and for generating positive business results for brands and clients. Out of a record total of nearly 600 works evaluated, 62 prizes were awarded, divided into 12 for the Strategy and Effectiveness categories, and 52 for the Creativity categories. Among these metals are four Grand Cúspide awards, the highest award given among the pieces that obtained Cúspide de oro for each category. Among the campaigns that were highlighted with two Grand Peaks is Jingle Therapy, produced by VMLY&R and which also won a Bronze Lion at the International Festival of Creativity in Cannes, France. Added to this are the Calles con nombre de mujer campaign by Sajo McCann for his client Garage Isla Verde, and El interchange project of the Puerto Rico Queer Film Fest, run by DDB Latina Puerto Rico. Regarding the most outstanding agencies at the level of the entire award, VMLY&R stood out with a gold, a silver trophy and a bronze in Strategy and Effectiveness, DDB Latina Puerto Rico with three silver awards and Badillo Saatchi & Saatchi with a silver and a gold. While in the Creativity categories, DDB Latina Puerto Rico managed to position itself as the leading agency with some nine bronze, six silver and six gold awards, in addition to one Great Peak. VMLY&R followed with two bronze, two silver and four gold, plus two Grand Peaks. In third position was De La Cruz Ogilvy with seven bronze metals and one silver. As a result of the scoring system, the agency that was crowned Agency of the Year was DDB Latina Puerto Rico and Cervecera de Puerto Rico was followed as client of the year. This year, the celebration was marked by highlighting the synergies that are already beginning to be generated between creativity and artificial intelligence as emerging technology. “Today we stand on the cusp of a new era, the collaboration between human creativity and artificial intelligence. This has become a canvas on which our thoughts and visions can come to life in unimaginable ways. It is not a competition, but an alliance. In this edition of Cúspide we wanted to celebrate precisely those convergences. It is not that artificial intelligence will replace human capabilities, but rather that it will complement them to reach new horizons,” said Sajo Ruiz, director of this edition of Cúspide. For her part, Alexandra Caraballo, president of the Association, pointed out that they are proud of this record-breaking edition. “This high level of participation shows the strength of our industry and the important role we play in the process of helping our clients to evolve, being us the protagonists of this ideation process that goes far beyond the traditional formats of to publicize To all the finalists and winners, our appreciation for a year of great ideas.” The complete list of winners is available on the Association’s Facebook page @AAPPuertoRico or on Instagram @asociacionpublicitariapr
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