Alma DDB’s Pistol-Packing Mustache slays ADDYs’ Judges with Humor.

This year, Alma was the most awarded agency at the 2013 ADDYs, with a total of 26 Addys and the only agency to take home three “Best of Show” within the Digital, Non-Traditional, and Broadcast in English categories for our “Goodbye Clichés, Hola Mexico”. Although winning gold for several campaigns, the most awarded campaign in the entire show was Alma’s hit strategy for promoting the Hola Mexico Film Festival, dubbed “Goodbye Clichés, Hola Mexico.” The Campaign

The campaign, starred by a stoic gunslinger as Mexico’s best ironic tour guide, featured deadly miniature pistols wielded by the renegade’s outrageous mustache. In a multi-screen, interactive, shareable campaign, this über cliché blasted away at a bar full of typical Mexican cultural stereotypes to great effect.

“Goodbye Clichés, Hola Mexico” won eight gold awards, in the categories of non-traditional advertising, television, digital advertising (in social media, mobile and video subcategories) and elements of advertising (in both animation/special effects and cinematography).

“As a native Mexican, I am particularly proud of the “Hola Mexico” campaign because it showcased the depth and sophistication of Mexican culture to a whole new audience,” said Luis Miguel Messianu, Alma President and Chief Creative Officer. “It was a privilege to unleash Alma’s creative talents on such a worthy cause. And it was a lot of fun.”

Several other Alma campaigns earned gold for their digital components, including State Farm’s Fan Pass, McDonald’s Spicy McBites and Tobacco Free Florida’s GASO.

“Earning gold in so many digital categories confirms that our strategy of realigning our creative process toward digital platforms is the right direction for Alma,” said Diego Yurkievich, SVP Executive Creative Director.

Alma also brought home fifteen silver awards for a variety of campaigns, including Clorox, ESPN Deportes, McDonald’s, State Farm, Tobacco Free Florida and a clever self-advertising campaign that included a Web site redesign, a mural and a Facebook campaign.

“The diversity of the categories in which we won, demonstrates our overall creative strength,” said Hernan Cerdeiro, VP Group Creative Director. “Well-executed ideas are powerful, no matter the medium.”

Case study video: http://www.youtube.com/watch?v=rDY1iH-69No&list=PLSda5jPmJ1vbxmwxF1y6g6P5zGAb3S-p2&index=6>

Spot: http://www.youtube.com/watch?v=lJaRQpJXhG8&feature=youtu.be>