El comercial se centra en el futuro de la industria
To promote the 2016 Iberoamerican Advertising Festival (FIAP), the agency DPK Miami released the spot {Apio(celery);www.produ.com/publicidad/videos/index.html?Noti=10909}, with the purpose of creating awareness about the industrys role in the future by using an absurd situation. Damian Coscia was responsible of the Creative Direction and Crème did the production. “We award the most innovative and responsible ideas because we dont want the awards to lose value” states the closing message of the commercial. This FIAP edition centers in the year 2036, answering to the need of deeper change demanded by the industry. FIAP starts a new stage without 23 traditional categories and adding the Big Bang that includes five categories: Best Concept, Best Use of Local Culture, Most Daring Idea and Most Innovative Message. Another festivals novelty is acknowledging audiences with the Consumer Award, plus the Effectivity Award presented by advertisers. According to the festivals organization, now consumers will have a more active role by selecting via social networks the message they like most and consider more convincing.
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