MIAMI, FL — October 25, 2023 — (NOTICIAS NEWSWIRE) — This year, the Ibero-American Hall of Fame welcomes Carlos Alberto Ficicchia, better known as Charly Alberti, a renowned Argentine musician, innovator, and environmental activist. With this designation, Alberti joins a select group of figures from the region who, for more than 50 years, have made a significant mark in the world of art, culture, creativity, and communication.
Charly is one of the founders of the famous Argentine rock band Soda Stereo (1980), which in 2002 MTV described as the most transcendent and influential in Latin America and the world. In July of that year, the drummer, who in 2007 formed another band with his brother called La Mole, was awarded by the Recording Academy with the Grammy for excellence, a career achieved by Soda Stereo.
But beyond music, Charly has ventured into technology and advertising and, for much of his career, he has advocated for the protection of the planet.
In 1997, when Soda Stereo said goodbye after almost 20 years of uninterrupted success with a Latin American tour and a concert at the River Plate stadium, Charly demonstrated his trailblazer vision by broadcasting the event via the Internet (Webcast). The impact and technical excellence made it one with the highest connectivity worldwide. A few days later, Charly formally launched Cybrel Digital Entertainment, a company devoted to implementing and generating content and applications based on state-of-the-art technologies.
This success involved him with brands when Steve Jobs, founder of Apple Computer, named him AppleMaster, the only Spanish-speaking member of the exclusive club in the world. This designation led him to make the only advertising spot in Spanish for Apple. In August 1998, Charly invented a new time concept, Internet Standard Time (iTime), the official Internet time, adopted by the Swiss watch company Swatch.
His trajectory as an environmental activist began in his own country when, in 2006, the National Parks Administration of Argentina named him Honorary Park Ranger of the Nation for his constant work and support for the institution and for raising awareness in the conservation of the environment. Three years later, he meets with the former vice president of the US and Nobel Peace Prize winner, Al Gore, who invites him to participate in The Climate Project foundation.
His passion for the environment led him to launch in March 2010, R21 or Revolución 21 Latinoamérica Sustentable, his regional project for education and awareness about Global Environmental Change in Latin America. All this activity earned him several recognitions, such as that of the president of the Senate of the state of California, USA, Kevin de León, in 2015, for his significant work in the education and dissemination of environmental problems, and the appointment as Goodwill Ambassador of the United Nations in 2017 for his renowned international career as a musician and environmental activist. In 2019 and 2020, the American environment organization Sachamama recognized him as one of the most influential environmental leaders in the region.
Charly managed to combine his activism for the environment, his innovative spirit, and his musical genius on the Gracias Totales tour, which began on February 29, 2020, in Bogotá, Colombia, and ended on June 2, 2022, in Panama City. The event became a global milestone, generating for the first time an interactive show where 80% of the singers performed on the screens, including Chris Martin (Coldplay), Juanes, Gustavo Santaolalla, Draco Rosa, and Mon Laferte, among others. But it was also the first tour of a Latin American band to offset 100% of its greenhouse gas emissions. According to R21 team estimations, it resulted in a carbon footprint equivalent to 1,483 tons, compensated by planting 4,800 native trees in Argentine Patagonia.
His efforts in favor of the planet have led him to continue involving brands and relying on advertising. In December 2021, he launched Cerveza 27 in partnership with AB-InBev, which provided him with the ideal platform to spread his message in favor of the environment. The product became the first beer in the world made on a large scale with malt from regenerative agriculture with the ultimate goal of achieving the regeneration of all the barley grown in Argentina (one of the largest producers in the world).
Charly Alberti will be officially honored on Wednesday, November 1, during the In-Person Gala of the Ibero-American Festival of Creativity, FIAP 2023, within the framework of Advertising Week LatAm. The event will take place at the prestigious Papalote Children’s Museum in the city. from Mexico. At this celebration, the expected annual awards, such as Agency of the Year, Independent Agency of the Year, Network of the Year, Advertiser of the Year, and Production House of the Year, will also be bestowed.
Visit FIAP Hall of Fame here
About FIAP
The Ibero-American Festival of Creativity, FIAP, continues 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.
About PRODU
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. PRODU produces regular business publications, now all digital aligned with its sustainability strategy, and an online directory: Who’s Who Online, additionally to the most prestigious and consulted website and newsletters on the television, advertising and technology industries. PRODU’S three free newsletters reach more than 30,000 decision makers and executive professionals every day.
