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Ciro Sarmiento From Dieste: The Bronze In PR Reflects Agency and Client Work
Liz Unamo| 19 de junio de 2017
Sarmiento: El reto fue encontrar los mejores Litbaits
The multicultural agency was awarded a Bronze Lion in PR for its piece Litbaits for Bookstore, on the first day of the festival. “This award represents teamwork, not only the talent of the people who work at Dieste: Creatives, Producers, Client Services, Planning, but also a client who believes in risky ideas” comments Ciro Sarmiento, CCO at Dieste. He explains that in this case, the client gave them all the freedom to develop the campaign, as long as the goal was fulfilled: boost the community and the bookstore consumers to read true content. “The idea stemmed from Raúl Méndez and together with him we thought about using Clickbaits to generate an immediate response from people through social networks.” The challenge was to find the best Litbaits, he describes, stemming from a creative exercise of hundreds of lines from copywriting in the best clickbait style, that coincided with the content that WD sells in its bookstore. “Classic literature was the inspiration from the beginning and we really had a lot of fun writing.” The creative team included: Raúl Méndez, Marina Cuesta, Gustavo Zapata, Matías Jaramillo, Jesse Echevarría, Marta Matías, Rolf and John Costello, with the collaboration of Republic and Deaf Mule in the development of the case study. The U.S. Hispanic market makes noise in Cannes. “Now, in my new role as President of the Hispanic Creative Circle in the U.S., I want to have the chance to approach agencies, and have greater representation in international festivals such as Cannes Lions. It is essential for us to be unified now that we have made such as great impact with Lions every year.
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