Alma’s award-winning Rosetta Stone campaign was honored by the Epica awards show.
Epica, a top European awards show for the past 25 years, expanded to a global competition in 2012. Alma was the only U.S. Hispanic agency to place, with a bronze award in the “professional products and services” category for its Rosetta Stone print campaign “Mistakes.”
The “Mistakes” campaign relied on the humor of the inevitable malapropisms created while learning a new language. The three executions featured a cat, ducks, and a dog in amusingly literal illustrations of misstated phrases. For instance, one of the ads which showed a cat embedded into a table reads: It’s not in the table. The cat is on the table. Rosetta Stone – It’s time to think in English.
The campaign previously won awards at the 2012 New York Festivals show, a 55-year-old global advertising competition and at the U.S.H. Ideas Award’s Gala, organized by the U.S. Latin Circulo Creativo. The creative team behind the campaign included senior copywriter Julian Milanessi and senior art director Hernan Pettinaroli and was led by Hernan Cerdeiro, VP Group Creative Director, Diego Yurkievich, SVP Executive Creative Director and Luis Miguel Messianu, President and CCO.
“We feel very proud to have received such honorable recognition on an international stage,” said Messianu. “Diego and Hernan have inspired our creative team to keep on pushing the creative envelope to not only bring new ideas to the table, but to tell a story that connects people with the brands we work with.”