NYF has announced its 2024 winners.
BEST OF SHOW was won by Mercado McCann for Hotel La Argentina in Branded Content/Entertainment – a short film about a humble hotel’s journey to earn a third star. After Argentina won the FIFA World Cup in Qatar in 2022, the nation celebrated by adding a third star to its emblem. A year later, Argentina displayed the three stars everywhere, except at Hotel Argentina, a two-star hotel near Buenos Aires. In response, TyC Sports, Argentina’s leading sports channel, upgraded the hotel with new amenities to celebrate the World Cup’s anniversary and produced a short film that captivated the entire country.
“Hotel La Argentina has the characteristic of being an idea anchored in football that doesn’t have any images that refer to it. Stories with heart continue to have a place in people’s hearts, and there is no technology that can threaten that,” stated Martin Mercado, founder and principal creative, Mercado McCann Argentina
GRAND AWARDS: Agencies from Argentina, France, Germany, Japan, Switzerland, and the UK earned Grand Towers:
- Team Farner Switzerland, Giving a Voice to the Unheard, for Swiss National Council Islam Alijaj in PURPOSE
- Marcel France, WoMEN’s Football for Orange in FILM
- McCann London & McCannHealth, an IPG Health Company, The Everyday Tactician, for Xbox in ACTIVATION & ENGAGEMENT
- Mercado McCann, Argentina, Hotel Argentina, for TyC Sports, in BRANDED CONTENT/ENTERTAINMENT
Scholz & Friends Germany, The 100th Edition, for in PRINT
- Serviceplan Germany, Aizome Wastecare Industrial Waste Certified as Skincare, for Aizome in AVANT-GARDE/INNOVATIVE
- TBWA\Hakuhodo, No Smiles, for McDonald’s Japan in COLLABORATIONS & PARTNERSHIPS
AUSTRALIA has scored two Gold Towers, three Silver Towers and one Bronze Tower:
- HERO Australia scored two Golds for Maybelline New York’s Through Their Eyes, and a Silver for Maybelline New York, Under the Avatar.
- M&C Saatchi Australia scored one Silver and one Bronze for Minderoo Foundation’s The Plastic Forecast.
- Thinkerbell won a Silver for Lifeline’s Release Line created with ARIA-awarded, Ruel.
The 2024 winners were selected by the NYF Executive Jury, led by president, Javier Campopiano, worldwide chief creative officer of McCann Worldgroup and McCann.
“I’m so impressed by the quality of work submitted this year and the level of creative storytelling and innovation exhibited in this year’s entries,” stated Scott Rose, president of the New York Festivals Advertising Awards Competitions. “This super jury of senior creative leaders, curated by Javier Campopiano, shared their passion for the work and, through intimate discussion, let the quality and execution of each campaign dictate the level of award.”
The NYF International Advertising Awards 2024 gave out 1 Best of Show Award, 7 Grand Awards, 69 Gold Tower Awards, 52 Silver Towers, 96 Bronze Towers, and 332 Finalist Awards were won.
Find all the award-winning campaigns in the 2024 winner’s gallery.
“The Best of Show selected by the 2024 Executive Jury is particularly close to my heart because it relates to Argentina’s World Cup victory two years ago. This piece embodies many of the elements we seek in Branded Content, grounded in genuine human insight and resonating with the emotions of an entire country,” Campopiano commented. “There were many discussions in the room, and this piece exemplifies the power of branded content. It showcases amazing storytelling born from a hard truth, infused with beautiful humour and a narrative that you want to watch again.”
The 2024 NYF Special Industry Award-winners will be announced soon.
