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Manboobs, Radiometries And The Bulletpen Are The Three Latin American Campaigns At The Gunn Report Cases for Creativity 2016
Liz Unamo| 7 de marzo de 2017
The Gunn Report released its Cases for Creativity 2016 list, that include 15 campaigns that have achieved the highest award in advertising by winning both a Cannes Gold Lion for creativity and a Gold Effie award for effectiveness. This group include three Latin American campaigns: Manboobs for MACMA by David Buenos Aires, Argentina; Radiometries, for Exito Foundation by Sancho BBDO, Colombia, and The Bulletpen for Ministry of National Education by McCann Bogotá, Colombia. Cases for Creativity is an annual study by James Hurman, Author and Founder of Innovation Consultancy. Six of the fifteen cases are for commercial brands, and the others are not-for-profit or corporate social responsibility campaigns. Multiple campaigns for Old Spice by Wieden+Kennedy Portland (USA) and for John Lewis by adam&eveDDB (UK) are among the list. Including The Madden Giferator for EA Sports by Heat (USA) and the World Gallery for Apple by TBWAMedia Arts Lab Los Angeles, USA. “Two of this year’s group are retrospective effectiveness awards, acknowledging the success, over many years, of Old Spice and John Lewis. These feel like proper creative advertising. Campaigns that have taken two brands that by rights should have been as dull as dishwater, and made them transcend their natural order. Made leaders of them” said Hurman. However, Hurman noted that these campaigns can be disarming to the consumer. “I’m not sure it’s really creative. Most troubling, these campaigns all feel just a bit too similar. Like we’ve stopped awarding work that’s different, and started awarding work that’s the same” he said.
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