Creative

Bad Bunny’s “Tracking Bad Bunny” campaign wins Entertainment Lion for Music Grand Prix at Cannes

Bad Bunny's "Tracking Bad Bunny" campaign, created by DDB Latina Puerto Rico, won the Entertainment Lion for Music Grand Prix at Cannes. This campaign, promoting his album "DeBÍ TiRAR MáS FOToS", involved a unique scavenger hunt across Puerto Rico using Google Maps and Spotify, linking song titles to specific locations. The campaign was praised for its creative use of technology, cultural impact, and ability to engage fans.

Genuine effort trumps artificial intelligence? Ozempic & costly signaling.

By Gonzalo López Martí - Creative Director Let’s say you received an invitation to a wedding by email or by text message three days before the event. What would your reaction be?

Alfredo De Villa And Robert Teitel Launch Luchadores Productions

Luchadores Productions, a certified 100% diversity-led and owned full-service creative production studio, co-founded by veteran Director/Executive Producer Alfredo De Villa and Emmy Award-winning Executive Producer Robert Teitel, announces its official launch. With a mission to craft premium, human-centric content, Luchadores Productions partners with brands and agencies to deliver compelling narratives.

Dos Equis and Fuerza Regida Ignite a Movement

Dos Equis announced its latest campaign, Ni Perdón Ni Permiso – a bold celebration of unapologetic self-expression through music, art and style. Inspired by those who live fearlessly, Ni Perdón Ni Permiso is a play on a cultural expression – “Mejor pedir perdón que pedir permiso, Better ask for forgiveness than ask for permission,” - rooted in Hispanic tradition that honors and applauds the act of authentically expressing oneself; an ethos that Dos Equis has adopted through the lens of music, celebrating artists who own the stage by showcasing their fearless originality without needing permission.

Why C-Suite Execs Should Listen to Their Creatives on Generative AI

Around the world, talented creatives are considering, evaluating, and using generative AI (gen AI) for media content creation tasks, such as pre-visualization, virtual production, visual effects, and synthetic voice and music production. However, there is often a disconnect between executives and creatives regarding the adoption of gen AI tools.

APR’s 2025 Marketing Production Trends Report

In the current state of marketing production, marketers must consider ways to keep up with competition and produce high volumes of content while maintaining quality and effectiveness. APR sought to highlight such considerations and more in its annual report, "2025 Marketing Production Trends."

How AI will capture UXUI and, ultimately, you and I.

By Gonzalo López Martí - Creative Director www.LopezMartiMiami.com/ My prophecy is that AI will not engage us with epic content and/or spectacular special effects. Bombastic CGI, car chases, explosions, death-defying acrobatics have become too easy. AI will make all this undistinguishable from live action. It will render super productions obsolete and, consequentially, boring, trite.

Celebrating agency leaders: When Advertising and Theater connect for the Culture.

We all agree we are in the business of storytelling. Well, here’s a story that has a lot to do with our culture and that rich language many of our consumers speak —Spanish, the language of Cervantes, with all its many different accents. “Repertorio Español,” a cradle of great storytelling in Spanish, is celebrating two movers and shakers from our industry: Daisy Expósito-Ulla and Jorge Ulla, the founders of d expósito & Partners (dex). Considered the premier institution historically emblematic of great theater from Spain, Latin America as well as emerging Latinx playwrights, “Repertorio” has made a good choice of honorees on their 57th Anniversary. Yet the two honorees don’t want the celebration to be about them but rather about 20,000 young Latin students that each of us can help access “teatro en español” by helping with a donation to NYC’s “Repertorio Español”

Coca-Cola Reimagines Iconic “For Everyone/Para Todos” Spot for a New Generation

Coca-Cola is bringing back its beloved "For Everyone/Para Todos" campaign, a celebration of togetherness and the brand’s universality for a new generation.

The Story of Lapiz, the Little ad Agency that Became a Worldwide Sensation – A Pencil and a Deam [DOWNLOAD]

Lápiz, a Leo Burnett Co. multicultural subsidiary, started as a division, and later earned its own identity and independence. With very limited resources and a small group of talent from Latin America, Europe, and the U.S., the agency grew fast and turned into a creative powerhouse, earning awards and recognition all over the world. This book is fully illustrated with Lápiz's best work, and case studies. It's highly motivating for anyone working in advertising, from students to entrepreneurs struggling to win through creativity.  By Laurence Klinger

A Powerful Brand Story Doesn’t Crumble Under Pressure

We all hate feeling like we’re being sold to (younger generations more than anyone). So, why do studies show that when asked if advertising influences our own decisions, most of us say no—but when asked if advertising influences other people’s decisions, we overwhelmingly say yes?

AI in Advertising: What AI Means for Advertisers Today

At the WFA’s Global Marketer Week, Ruben Schreurs, Ebiquity’s Group CEO, sat down with Adweek to discuss the growing role of AI in advertising.

From eyeballs to eardrums.

By Gonzalo López Martí - Creative Director

• I never thought I’d say this: super productions are losing steam.
• I love explosions, car chases, and CGI as much as the next guy.
• Problem is, blockbusting, thrill-seeking, pulsating acrobatics &/or sophisticated special effects have become a tired trope.

How To Be A Creative’s Favorite Strategist

This was inspired by a conversation with Dominique Monet and others in the 4As Jr. Strategy Collective about what it really takes to be a strategist creatives trust—and want in the room. It’s a distillation of what I’ve seen work—and not work—when trying to build real partnerships.

Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting

Over the last six years, the Cumulus Media | Westwood One Audio Active Group has commissioned Advertiser Perceptions annually to survey brands and media agencies on the sales contribution of five advertising effectiveness factors:

• Brand
• Creative
• Reach
• Recency
• Targeting

Latinas in advertising: The untapped powerhouse agencies can’t afford to ignore [REPORT]

As a Latina who has worked in the Hispanic marketing industry for over 20 years, I have spent my career uncovering the potential of our market. And let me be clear—the opportunity is massive. The U.S. Hispanic market represents a $2.7 trillion economic force. Latinos account for 51% of the country’s population growth, and we are one of the most influential and affluent consumer groups. Even more striking? We are young—58% of U.S. Hispanics are under the age of 34.

How to Use AI to Improve Your Campaigns Now

There's so much justifiable teeth-gnashing in our industry these days. Whether it's programmatic campaigns landing on fraudulent or MFA (made for advertising) sites, similar campaigns delivering impressions on wildly objectional sites, as the Adalytics study just revealed, or verification companies somehow being unable to police these campaigns, despite sucking so much revenue from the ecosystem, buyers have a big problem. The really bad news is that publishers have an even worse problem.

BEAUTIFULBEAST TAKES TOP HONORS AT THE HMC STRATEGIC EXCELLENCE AWARDS

The Hispanic Marketing Council (HMC) announced the winners of the 2025 HMC Strategic Excellence Awards at its annual summit in New York City. BeautifulBeast was awarded Grand Prix for the “Amor with no BS” campaign promoting Match Group’s Chispa app. The campaign also earned them two Golds in Creative Ingenuity and Shopper and Experiential Marketing.

Coors Light Cold Activated Announcers

Anyone who’s cracked open a Coors Light knows that it’s best enjoyed when the mountains on the packaging turn blue. To celebrate the brand’s iconic cold activated cans and bottles, its latest radio campaign, called Cold Activated Announcers, features voice actors who recorded the ad in an ice plunge chilled to 42 degrees. The campaign was created in partnership with alma.

Gen Z Fashion Fans Outgrow TikTok: The Generation that Demands Authenticity and Credibility

A generation that is often viewed as impulsive, immature, and naïve, Raptive has proven with its new study, "DECODING GEN Z: The New Rules of Digital Trust and Influence," that gen Z has outgrown these stereotypes. Gone are the days of trendy, TikTok-influenced purchases, especially when it comes to fashion. Instead, gen Z are making informed purchases using the open web and turning toward authentic content creators with honest reviews and recommendations. For a generation that grew up in the digital age, it is more important than ever to gen Z consumers that the content they consume be trustworthy and credible.