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Atletico de Madrid, ‘Taxi’ (submitted by Sra. Rushmore)

Javier Campopiano said, “As a representation of Spanish creativity, I think it touches on that universal language which is football, bringing it to a very emotional and insightful story that everyone can relate to. It’s a very warm story that touches people’s feelings. And that’s definitely something that’s needed nowadays when there’s so much hate. Atletico has been winning a lot of people’s hearts with their marketing for the last 20 years.”

Antonella Perillo added, “It links sports with humanity.”

Susanna Perez said, “I don’t like football but I think ‘Taxi’ speaks not only about sports values but about Spanish values, and I love this campaign for that reason.”

JCDecaux, ‘Meet Marina Pieto’ (submitted by DAVID Madrid)

Tomás Ostiglia said, “What a great idea to create a campaign around this beautiful 100-year-old lady. Besides the cleverness of the idea, I think celebrating all people that way is beautiful.”

Isa Espona added, “The agency really found a way to connect with people’s hearts and to make it work for a client that would sometimes find it difficult to do so, which is really great.”

Lourenço Thomaz commented, “To have a beautiful 100-year-old woman, very locally in Spain, and to make a global campaign for a traditional media platform that some say is over is great. This work totally inverts that idea, and it really works. And the biggest proof of that is how organically this campaign grew.”

Samsung, ‘Samsung Impulse’ (submitted by Cheil Worldwide Spain)

Lourenço Thomaz said, “It’s very rare to have a great idea like this one and to have the product match the standard of the idea. In this case the product and the idea, they’re holding hands because the idea is wonderful and the product is wonderful, and they’re very relevant to people and society.”

Susana Perez added, “This is the perfect example of how ideas can change the world. How advertising can change the world. It’s so much more than an ad.”

Tomás Ostiglia commented, “You can have an idea but it’s making it come to life that makes it really, really amazing.”

Jose Sancho said, “Samsung is creating social purpose campaigns that are very powerful but especially so with this one. It’s very human and very touching.”

Persil/OMO, ‘Guess Who Won’ (submitted by LOLA MullenLowe)

Lourenço Thomaz commented, “I love it. Not only the execution but the idea that people who get ‘dirtier’ are the ones that win. The real aspect of that idea isn’t easy to put together because it’s a lot of iconic sports moments in the same campaign. Bringing that together in a print campaign is wonderful to me.”

Andrea Hernando said, “I think that as the years pass, the idea will continue working. It’s very simple, very powerful.”

Susana Perez added, “I think it's an absolutely brilliant piece of work in the detergent world and it’s even more brilliant because it’s a very difficult category.”

Magnum Ice Cream, ‘Find Your Summer’ (submitted by LOLA MullenLowe)

Jose Sancho said, “It’s very easy to see why it’s so clever and beautifully done in so many layers. It’s a smart approach, from a business perspective – selling ice cream during winter. That, by itself, is a super idea. As Spaniards, we feel very represented – probably in every part of the world we do that – finding slices of the sun. Every part of the campaign works in itself and not like cherries on top of the cake with the digital and out of home. It’s a 10. It’s a very brave decision going with the black and white.”

Javier Campopiano commented, “I can’t talk enough about the craft of the campaign because I think it’s really hard to bring that idea to life. If you think about that idea in your mind versus trying to make it, it’s a different world when you’re trying to elevate such a mundane moment. We’ve all experienced those moments we wanted to capture, when those magical moments happen in cities, and you figure out really quickly that it is not as magical as you have in your mind. So the way that idea is brought to life, I think is underrated; not because of the craft, because we can all see the craft, but the difficulty of matching the craft with the idea which is superb.”

Javi Iñiguez de Onzoño added, “As a Spaniard living abroad for a long time, I feel totally represented. I think the campaign’s insight is a 10, the concept is a 10, and the execution is a 10. It also solves one of the oldest problems in marketing history which is selling a seasonal product. It’s a bold campaign.”

Samsung, ‘The Art of the Hack’ (submitted by Cheil Worldwide Spain)

Javier Campopiano said, “It’s a very Spanish idea. It takes a local sentiment to give the finger to taxes and the tax agency, so it’s a very local idea in that sense. But taking advantage of the tax loophole to talk about design and to connect the beauty of the product, which is really beautiful, with the notion of art is really smart. It’s positioning the product as a piece of art. On top of that, the execution is connecting that in a really tangible way because you’re actually buying it as if it were a piece of art. If they had only found a way for you to buy the product as a piece of art, it would’ve been good, but they found a way to affect the price too, making it into a promo. So it’s a lot of things in one: the idea, the execution. It’s very whole in that sense. I don’t see any weaknesses in the idea. 

Tomás Ostiglia added, “I like that the pictures go on a flat screen; somehow it really makes sense, and it’s also saying something about the product.”