A creative team from Y&R Colombia wins the OpenAd brief at El Ojo de Iberoamerica 2006
This is the second year OpenAd.net has sponsored the Young Talents brief at El Ojo de Iberoamerica advertising festival. While Colombia's Y&R bagged the first place award, the second and third place both go to freelance teams from Chile.
The brief 'Brake The Stereotype' was asking for unbranded print ad ideas in the 'Household Care' category, that should depart from the cliché ads we're used to seeing for products like detergents and washing powder and that would relate to the consumers in a more fun and up-to-date style.
Anyone under 30years old from all over Latin America could compete.
Young & Rubicam's team, creative director Rafael Barthaburu, art director John Mondragon and copywriter Carlos Camacho, won with a print ad idea for an insect repellant, 'La Cucaracha/The Cockroach'. Camacho comments on winning the competition: "This is an excellent promotional opportunity for Colombia, as well as for Young & Rubicam and the creative work that we, the young, are doing in my country, but above all this recognition is a giant encouragement to work harder, to improve and to make our ideas go on winning important things in the future."
The second place goes to creative director Mauricio Andres Medel Aguilar and art director Juan Ignacio Marguiraut Saavedra, from Chile. Their 'Extreme Absorption' idea, which displays a kitchen towel folded like a baby napkin really got the message across.
Creatives from Chile, Roberto Muñoz, Gonzalo Arévalo, and Cristián Barria won third place with 'Building', an ad for a window detergent that works so well, the reflection on the window merges with the sky, thus making the building disappear.
The competition was judged by some of Latin America's best Creative Directors, including Tony Waissman (Euro RSCG Buenos Aires), Alan Carmona (Jotabequ, Costa Rica) and Alejandro Torre (Leo Burnett Uruguay).
Alan Carmona comments on the quality of work entered: "It is good to see that young talents already have that sparkle that is needed in creativity. Simple and shocking ideas is what we are all always looking for, and if they all go on delivering the level of ideas that were judged, we will no longer be seeing them as young creatives, but great professionals, very soon."
The winning ideas are on display at the El Ojo in Buenos Aires (Hilton Hotel).
All the remaining work, which qualified to be featured in the OpenAd.net Gallery, is now available to clients.
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Judges
Tony Waisman (Euro RSCG Argentina)
Yosu Aranguena (DDB Mexico)
Alan Carmona (Jotabequ C.Rica)
Rafael Pastor (ELJ Publicidad Ecuador)
Francisco Torrico (Y&R Peru)
Alejandro Torre (Leo Burnett Uruguay)
Second place
Extreme Absorption
Third place
Building
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The winning idea
