MIAMI, FL — November 7, 2022 — (NOTICIAS NEWSWIRE) — For Daniel Marcet, CEO of the Ibero-American Festival of Creativity, FIAP2022 can be wrapped up as “Ideas that drive real actions.”
Marcet made an analysis of the 51st FIAP edition – the second promoted by PRODU -, after a month of awarding 41 gold, 91 silver, 93 bronze, two Grand Prizes, and two Special Mentions. These results “reflect the evolution of post-pandemic communication, much more focused on social and environment commitment,” he stressed.
He said that not many years ago, pieces categorized as Public Good were banned from winning a Grand Prix at any of the most renowned festivals. The reason, “the abuse of creating ideas only for festivals, without a rigorous brief behind it.” But the world changed and with it advertising. “Today, the most impressive and innovative campaigns, complex and with well-crafted strategies, are the ones that communication agencies are proposing to advertising companies so that their brands fulfill a new role in the society in which they operate,” Marcet explained.
Now, these initiatives are not just simple messages, but “drivers of real actions to generate the changes that the world demands of us, without losing sight of the business since the image of companies and their brands are notably benefited by public opinion, while generating empathy and a sense of belonging”. For these reasons, they stand out in the most important awards because they transcend an advertisement.
And this was reflected in the #FIA2022, where a high percentage of the winning pieces, as happened in Cannes this year, are messages with an important social component. “Proof of this is that three of the five most important FIAP awards were bestowed on this type of communication. Something that the jury presidents of the four disciplines (Formats, Innovation, Ads, and Production) unanimously highlighted and recognized,” the Argentine publicist pointed out.
Regarding the technological boost due to the pandemic, Marcet said that this fact “has enhanced Ibero-American creativity and the possibility of establishing a very fluid and effective interaction between brands and consumers.” In this aspect, FIAP, leveraging on this digital revolution, became the first advertising award to recognize metal winners, finalists, and attendees at its award with original and non-transferable NFTs.
Lastly, he recalled that in December the FIAP will announce the Grand Slam of Ibero-America, a ranking in which the winners and finalists of the most important awards at different levels will be computed: Cannes Lions; the most traditional and respected at the regional level: FIAP; and the winners of the most important local award in each country.
The Ibero-American Festival of Creativity, FIAP, reaches its 51st edition to continue recognizing creativity in all advertising formats in Ibero-America. Last year, the festival ushered in a new era based on excellence and innovation. In partnership with PRODU, the leading provider of information for the Spanish-speaking entertainment, advertising, and technology industry, they bring a new concept: recognizing excellence in ideas that transform, inspire, elevate and excite audiences in the region and beyond.
For 34 years, PRODU has been the leading provider of content for television, advertising, and technology professionals in Latin America, Spain, and the US Hispanic market. Rapid and constant changes in the media-consuming world have made PRODU flexible and able to adapt to this specialized content; providing segmented everyday solutions for its demanding readers on each platform. PRODU generates periodical business publications and an online directory: Who’s Who Online and the most prestigious and consulted website and newsletter for the television, advertising, and technology industries (online). Additionally, PRODU offers three free newsletters that reach more than 30,000 decision-makers and executive professionals every day.