3 Wins for Latin America at 2024 Immortal Awards

Latin America had a strong showing at the 2024 Immortal Awards with creative companies from the region being recognised with one Immortal and two Commendations. 

The region's Immortal was awarded to Lobo for its work on Coca-Cola's highly regarded, global 'Recycle Me' campaign. This work was also entered by Ogilvy North America. "Creatives chase ideas that ignite conversations and spark change. With this campaign our team achieved both," said Liz Taylor, global chief creative officer at Ogilvy. "It leveraged the power of Coca-Cola's instantly recognisable logo—even crushed—and the 'Recycle Me' message found on every can to not only celebrate the brand’s iconicity but amplify its commitment to sustainability."

Meanwhile, the first Commendation at the annual global advertising award from Little Black Book was for Ogilvy Colombia’s ‘Filter Caps’ for Filsa, Baylor International and Cruz Roja Colombiana. ‘Filter Caps’ was named to TIME’s Best Inventions list as one of the year’s ground breaking innovations changing lives. Its creators, Ogilvy Colombia CEO, Fabio Quiroga, and CCO, Gatón Potasz, told LBB about it in depth back in November.

"People try to box creativity in, but its true power is its limitless nature," said Liz Taylor, global chief creative officer at Ogilvy. "Our team in Colombia proved this with 'Filter Caps' – a world-changing innovation that tackles a huge global challenge: safe drinking water for all. It shows how creativity can be a force, not only for driving business forward, but for impacting society in such a meaningful way."

The second Commendation went to Telefonica Movistar’s ‘This is Not A Game’ from VML Mexico and Landia Mexico. “Receiving a commendation from The Immortal Awards is a great honour, and we are incredibly grateful for such recognition,” said Thomas Amoedo, managing partner and executive producer of Landia Mexico. “From the moment we were presented with the idea, we had no doubts that we wanted to be part of it, both for the production challenge and for the story that Lucas Shannon, the campaign director, could help tell. The results clearly show that the effort was absolutely worth it.”

The challenge for the teams at Landia and VML was to recreate a video game world within a Mexican context. Thomas and the team meticulously studied every aspect of camera movements and character development to ensure authenticity. Achieving the seamless movements typical of video games required numerous rehearsals and a high level of production value. 

“This dedication paid off,” he said, “especially towards the end of the film when it transitions from the stylised game interface to a realistic portrayal, effectively highlighting that it is not just a game. It was a great experience and a significant learning opportunity for our entire team.

“I believe this is a fundamental issue today, not only in Mexico but globally, where minors interact with unknown profiles in games, posing various risks. Being part of a campaign by Movistar and VML Mexico that raises awareness helps us prevent these risks and promotes responsible use of online games. This initiative is something we consider crucial, and we are proud of the results and the reach it achieved with the audience.”

Jurors from around the world met in New York on December 5th, on a day hosted in partnership with JSM Music, to discuss, debate and deliberate over the 42 piece global shortlist.

The full list of winners are:

Coca Cola - Recycle Me (submitted by Ogilvy NA and Lobo)

Coors Light - Coors Light's Out (submitted by Rethink)

Pedigree - Adoptable (submitted by Colenso BBDO and Nexus)

Sydney Opera House - Play it Safe (submitted by The Monkeys, Trim, ARC, Somesuch and Revolver)

The four Immortal winning projects came from three regional rounds of judging - AUNZ, LATAM and North America - and were from four countries, in the USA, Canada, New Zealand and Australia. 

The global, prize-giving jury consisted of: Jessica Apellaniz, executive creative director of Wieden+Kennedy Mexico; Chris Beresford-Hill, worldwide chief creative officer of BBDO; Susan Credle, global chair of FCB, IPG creative advisor; Tara Ford, chief creative officer of Accenture Song APAC and LATAM, chief creative officer of The Monkeys; Susan Irving, chief marketing officer of Kruger Products; Sergio Lopez, chief executive officer of Omnicom Production; Joel Simon, chief creative officer and founder of JSM Music; Pelle Sjoenell, worldwide chief creative officer of Droga5; Chaka Sobhani, president and worldwide chief creative officer of DDB; Aaron Starkman, global chief creative officer of Rethink; Liz Taylor, global chief creative officer at Ogilvy.

Paul Monan, awards director of The Immortal Awards, said, “We’re absolutely thrilled to reveal the winners of this year’s competition and cannot wait to kick off our global showcase tour and take this winning work on the road. Across 17 jury days, we’ve seen almost 140 jurors from around the world really delve into what makes work ‘immortal’. Our global shortlist was our longest ever in terms of the number of projects and also their duration, with plenty of longer form content succeeding this year, so it was a daunting task for our global group to identify their winners. They’ve chosen to champion some outstanding projects across a truly global body of work; with four regions and 10 countries featuring in the 15 projects. Congratulations to anyone involved in bringing our winners to life and a huge thank you to our partners worldwide for their continued support in our mission to celebrate creative excellence.”

The full list of winners from The Immortal Awards 2024 are:

IMMORTAL

Coca Cola - Recycle Me (submitted by Ogilvy NA and Lobo)

Coors Light - Coors Light's Out (submitted by Rethink)

Pedigree - Adoptable (submitted by Colenso BBDO and Nexus)

Sydney Opera House - Play it Safe (submitted by The Monkeys, Trim, ARC, Somesuch and Revolver)

COMMENDATION

Apple - Fuzzy Feelings (submitted by TBWA\Media Arts Lab LA)

CANAL+ - Super (submitted by BETC)

Coca-Cola - Thanks for Coke-Creating (submitted by VML Worldwide)

Coordown - Assume That I Can (submitted by Indiana Production and Laconic)

DoorDash - DoorDash-All-the-Ads (submitted by W+K Portland)

Dramamine - The Last Barf Bag (submitted by FCB Chicago)

Filsa | Baylor International | Cruz Roja Colombiana - Filter Caps (submitted by Ogilvy Colombia)

Heineken - Pub Museums (submitted by Publicis Dublin and LePub)

Kraft Heinz - Heinz Ketchup & Seemingly Ranch (submitted by Rethink)

Reporters Without Borders - The First Speech (submitted by Innocean Berlin and Stink Berlin)

Telefonica Movistar - This is Not a Game (submitted by VML Mexico and Landia Mexico)