Luis Miguel Messianu from ALMA: The Hispanic market in the US has gotten ahead in festivals

Luis Miguel Messianu, President and CCO at ALMA, is optimistic about the 2015 Cannes Lions festival and thinks the competition will be strong. “In the last festival in Bilbao, El Sol, the Hispanic market was ahead of the Brazilian and the Mexican markets and that hadn´t happened in the past”, commented Messianu to PRODU. Spots like Fresh vs. Rotten, Kingsford carbón de Encendido Rápido and The Street Music Library are some of the pieces that Messianu bet walk a Lion. “I imagine the competition will be very hard. The festival now has an algorithm that allows to monitor if in the votes there is a certain tendency towards one network or another”, he says.In a BTL activation, ALMA showed Glad´s efficiency to keep foods fresher for a longer time. With the title, Glad Fresh vs. Rotten, they created a billboard that proved the effectiveness of the product in real time. While in The Street Music Library the agency developed a proposal to collaborate between the advertising industry and the musicians who work on the streets of Florida. As a different proposal from conventional music banks, where music can be useful but not very original. This way they offer a good source of music to agencies who many times use sound banks to accompany their pieces.And for Kingsford they created the graphic campaign Carbón de encendido rápido.