Havas Gurisa wins the country’s first Grand Prix at the Clio Awards
Havas Gurisa has made Uruguayan Advertising history by winning the first international Grand Prix at the Clio Awards, with its Audio campaign for the Uruguayan Lotteries and Quinielas Board (Dirección de Loterías y Quinielas de Uruguay).
The Gran Loteria Uruguaya is Uruguay’s historic lottery that gives away millions of dollars in prizes every year. In other words, whoever wins it can buy anything, even a media outlet. Through this observation, a campaign was generated in which it was simulated that a supposed winner of the lottery bought the most important radio stations in the country and, like any new owner, made ‘a few small changes’. Throughout the spots, this character changed the programming of the stations, the names of the most famous programmes, changed the panelists, journalists, the musical curtains and even allowed his nephew to present his band. The campaign succeeded in generating a strong connection with the audience, thus promoting lottery ticket sales.
“This recognition affirms a historical positioning of the agency, which for years has been building a creative culture where ideas play a strategic role in the fulfilment of objectives, the conceptualisation of messages and the optimisation of investments. It is also a very important award for Uruguay, which has been demonstrating for years that it is at the level of the most demanding markets in the world. It is important that the local advertising industry keeps getting stronger and stronger,’ stated Sebastián Orlando, co-chief creative officer of Havas Gurisa.
“Podés comprarte una radio is a campaign that deploys an innovative approach to media. The dialogue between the pieces and the radio stations was possible thanks to a joint work with the teams that embraced the idea, saw its potential and defended it. On the other hand, this campaign, born from the day-to-day work of the agency, represents our vision of understanding awards as recognition and not as an end in itself,” added Leonel Delfino, co-chief creative officer of Havas Gurisa.
The campaign has also won the most prestigious awards at the main festivals in the region and as well as the Grand Prix, the agency also won Gold and Bronze at the Clios.
