Conill wins Top Honors at 10th Annual Creative Awards.

The biggest winner at Advertising Age’s 10th annual Hispanic Creative Advertising Awards show on Sept. 12 was Hispanic agency Conill, with prizes for Toyota Motor Sales, Procter & Gamble and T-Mobile, including the Best of Show award for Toyota’s “Is That the Lineman?” campaign.  

La Comunidad also won multiple prizes, including a Gold award in the interactive category for the Katrina Foundation and a Gold, two Silver and a Bronze award for the wildly popular Cyloop spots in which musicians come to an untimely but hilarious end, driving home the message that fans should enjoy them on music site Cyloop while they can. The agency also picked up Silver and Bronze awards in the Beyond Hispanic category for a print and a TV call-for-entries campaign for The One Show and a Silver magazine award for Volkswagen.

Other big winners included LatinWorks, Dieste Harmel & Partners and JWT San Juan.

LatinWorks won Gold awards for the Anheuser-Busch Bud Light spot “Language of Love” starring Carlos Mencia that aired during the Super Bowl and for an ESPN Deportes radio campaign for the UEFA Champions League, which also won a Silver. The agency also picked up two Bronzes for Domino’s Pizza spots.

Dieste Harmel & Partners won a Gold for Clorox’s Pine Sol spot “Shame” and a Silver for Clorox Bleach spot “Turtle.”  The agency also took home a magazine Silver for Interstate Household Batteries and three Bronzes, for Hyundai spot “Princess,” Ice Breakers Cubes  spot “Jewelry” and Frito-Lay Xtra Flamin’ Hot Cheetos magazine ad “Scorpion.”

JWT San Juan picked up two Golds, for a radio spot about Muscular Dystrophy and an integrated campaign called “Heineken City” that created a virtual condo development that was really a world of Heineken.  The agency also won three Bronzes, for Heineken, Amnistia Internacional and the agency’s own electronic Christmas greeting “Guiro Hero.”

Gold awards were also won by Grupo Gallegos for California Milk Processor Board commercial “Bruja”; Marca Hispanic’s out-of-home campaign for the Florida Coalition Against Human Trafficking;  The Bravo Group’s website consultoriodelpuma.com for Wrigley’s Eclipse gum, Elevation’s “Tales of Horror” TV campaign for Global Tax; and Aspen Marketing Services’ direct marketing brochure for Qwest Communications.

This year’s Best of Show winner came from the nontraditional/guerrilla marketing category.  In the “Is That the Lineman?” campaign, Toyota and Conill ran entertaining videos along the bottom of the screen during  a televised soccer tournament that appeared to be part of the game but featured participants such as the lineman distracted by an irresistible Toyota Corolla billboard on the field.

Toyota was the most-awarded advertiser. In addition to the Best of Show, Conill won two Silvers and a Bronze award for the Toyota Tundra truck. Two other Toyota agencies also did winning work. Badillo Nazca Saatchi & Saatchi won a Silver and three Bronze awards for Toyota and Nobox Marketing Group picked up a Silver for an online branding effort for Scion called “Autodanz.”  

The winners were announced at an awards show Sept. 12 at the Beverly Hilton in Los Angeles at the Association of Hispanic Advertising Agencies’ fall conference. Ad Age conducts the Hispanic Creative Advertising Awards in cooperation with AHAA.

“Creativity is at the core of our business,” said José López-Varela, chairman of the Association of Hispanic Advertising Agencies.  “Hispanic advertising is about strategically focused, excellent creative that connects brands with Hispanic consumers in a very passionate and personal way.  The quality of work produced by our AHAA agencies is second-to-none and we are thrilled to honor their achievements at our conference each year.  The theme of the AHAA conference this year was ‘Look Who’s Leading,’ highlighting Latino influence on U.S. society and leadership in American culture.  We are proud to honor the impressive group of Hispanic Advertising Award winners this year:  leaders in Hispanic advertising and advertising in general.”

“This year we received a record 760 entries, and the judges gave awards to 25 different agencies,” said Laurel Wentz, Advertising Age’s international and multicultural editor. “For Best of Show, the judges initially considered three of the Gold winners—“Lineman,” the Cyloop spot “Pants” and an integrated campaign “Heineken City”—before voting unanimously for “Lineman,” capping a spectacular performance for Toyota at this year’s awards.”
This year’s jury was headed by Juan Carlos Rodriguez, chief creative officer of Badillo Nazca Saatchi & Saatchi. Other leading creative directors on the jury included Sergio Alcocer, president-chief creative officer of LatinWorks; Gustavo Asman, chief creative officer, Winglatino; and Armando Hernandez, chief creative officer, Marca Hispanic. The jury also included senior decision-makers at major marketers: Gilbert Davila, VP, multicultural marketing, Walt Disney Co.; Tony Gerst, VP, Multicultural Business Team, The Clorox Co.; Gustavo Perez, director of marketing for Sierra Mist at Pepsi-Cola; and Patricia Romero, national manager, multicultural marketing at Hyundai Motor America.