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Seen and noted

Guest judge: Flavio Pantigoso, ECD, Y&R, Peru

 GUEST JUDGE /BEST AD OF THE WEEK   WORLDWIDE    November 27, 2012 22:37 (Edited: November 27, 2012 11:37)
Well I guess TV monopolizes the best work this week. And BGH: Summer Hater ranks high. Flawless execution packing a smart, unexpected strategic find that gets clear at the very end. In its effort to not repeat itself, it looks like the same brand is displaying a different tonal voice when compared against "Dads in briefs". Nonetheless, there is a common thread between both -caustic use of humor. But while "Dads in briefs" was all about pretty hilarious and in-your-face amusement, here we can savour an acerbic humor that doesn't get resolved up until the very end. Remarkable filming makes us feel the harshness of summer vividly, but the unexpected twist relies on an air conditioner not promising to "isolate you from summer" but instead "isolate others from ruining your summer". That's the brilliant thought that takes this spot to a superior level. Runner up: Hands-only CPR: Mini Vinnie. It only gets better. This is a more than worthy follow up of the irreverent and multi awarded campaign for the British Heart Foundation. Sometimes the difference between life and death can be the hard and fast chest compressions you get to the beat of Staying Alive by the Bee Gees... and it can also make the difference between a boring and serious training film and a memorable, spreadable one. A great example of fresh creativity with a clear objective.

Winner: Muse de la grande guerre: Future. I've seen the whole 8 ads from this campaign. Talking about war, it's easy to fall back into the anecdote and the tremendousness of battles and death so as to play with lots of puns with the pen, but what we actually have here is impeccable copywriting that illuminates the unknown aspects of World War One, displaying characters that weren't necessarily the protagonists of the battle line-up. Nice Art Direction that uses the original glass of photographic plates against the elegance of a blank paper/wall, anticipating the delight of the museum experience. Runner up: Rock & Folk. I love the simplicity provided by the resource of looking through the eyeglasses of the stars. "Music seen from the inside" is a great line in a category (rock magazines) where being hype, cool and cynical has become a commodity.

Not particularly impressed with something truly outstanding in this category. But if I must chose, then Winner: Vhiver Group: Photobooth. When all seems to be said and done in the matter of AIDS awareness campaigns, I enjoy the concept of invisibility associated with how AIDS patients feel. It's an idea that exceeds the execution which seems a sort of poor and isolated resource - it's a concept that seems it could be way more amplified and branched out. Runner up: PMU: Bimbo. Funny. Well executed. To the point.

Winner: Geox Amphibiox: Tested in the rainiest place. This is a very nice way and simple way to romance the attributes of Geox and it can be read as a good piece of content, too. The experiential challenge that the website proposes suggests very good quality and usability, and the main video slings us into the adventure and exoticism promised by the brand. However I was expecting to see the rainiest place of the earth in the main video, so wouldn't it have been better to film under, precisely, an intense rain in order to really feel it in the flesh? And at the end of the route to have a better ending and pay-off? Runner up: Ballantine's Whisky: Loud Blue. To make a sort of "digital synesthesia" between instagram photos and the music that the photo evokes is something really powerful and fun. Subjective as it may be, the return of the music regarding the image makes the playful and exchangeable point in social networks, although I'm not clear how it converses with the general strategy of the brand. Pantigoso (2).jpgLong before the word "globalization" became commonplace vocabulary, Flavio had already experienced in his own flesh what it was all about.

Born in Peru, he holds three nationalities and he's the son of a Brazilian mother and a Peruvian father, and the husband of a Spanish wife. Besides, he studied in Brazil and worked in markets as diverse as Peru, Chile, Spain, Mexico and the Netherlands.

This year his agency has been grabbing around 60 awards, and he's being postulated as the first Press jury from Peru at Cannes 2013.

He has taken low-creative offices to internationally competitive positions in very short periods of time. He led Leo Burnett Lima to be the Agency of the Year of that network in 2005. Under his guidance Lowe Mexico was awarded as Mexico's Creative Agency of the Year 2006. Previous stints include Prolam Y&R Ogilvy and Leo Burnett (Chile); Delvico Bates, Cathedral and Tandem DDB (Spain); and 180 (Netherlands).

He has won almost all the major awards of the industry including 5 Cannes lions. This year, "From Peru for Peru", the campaign for the Peruvian Country Brand, has been granted with 8 Grand Prix in several festivals -Max Effie among them-, turning it into the most awarded Peruvian campaign ever and scoring a historical record for any advertising campaign in the region.

For 3 years in a row, Y&R Peru is the Best Peruvian Agency and he has been chosen Best Creative Director of Peru at El Ojo de Iberoamerica (the most reputed Festival in the region) in 2010, 2011 and 2012.

Y&R Peru also holds the position 8 at "Crema" (adlatina's top 10 list of best Latin American agencies), and he ranks third in Archive's worldwide list of most published copywriters in the last 3 years.

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