Lápiz wins Silver at El Sol Festival Iberoamericano de la Comunicacion Publicitaria.

Lápiz has won a Silver Sun at El Sol, Festival Iberoamericano de la Comunicacion Publicitaria for its Pepto-Bismol “Love and Hate” campaign, within a category that includes not only pharmaceutical products but also cosmetics and personal care.

The “Love and Hate” campaign has two television elements, “Empanada” and “Cheesecake.” Both spots focus on the love/hate relationship that often occurs with the foods Hispanics crave the most.

“This is the kind of campaign that we intend to continue developing,” said Jose Funegra, associate creative director at Lápiz. “We’re very happy that such a prestigious award show has recognized our creative work. The power of this campaign is how it exposes the human truth of the relationship U.S. Hispanics have with the foods they love so much, as well as the fresh, careful way the campaign was crafted – from the script to the cinematography.”

Previous to taking home Silver Sun recognition, the Pepto-Bismol “Love and Hate” campaign was one of four finalists at the festival. Other finalists included individual pieces “Empanada” and “Cheesecake” and “Text,” a spot created for The Partnership For a Drug-Free America.