I want to be honest, it was difficult for me to decide which projects would make it into my Chilean High Five. However, I think that the ideas that are in this list are relevant; they are one of those ideas that we creatives are often afraid of because we do not know if it is possible to make them come true. These ideas are like those that are fun to hear, and then we asked ourselves "Now...how do we do this?". I think 'creative bravery' is a good concept that defines the ideas here. This list is a recognition of those ideas that seemed impossible to carry out but were made and obtained incredible results. This speaks highly of Chilean creativity and also of clients. They are more open to listening and daring with less traditional ideas. I am also very happy because this year as an agency we accomplished many recognitions with our campaign for WWF. This fact fills us with pride because it is one of the most awarded campaigns in Chile. We congratulate the entire creative team of the agency.
WWF - 'Nature Is Calling for Help'
Agency: Wunderman Thompson Chile
A simple idea and one of the most awarded in Chile. This idea shows us that a good find, with a well-thought-out execution, manages to be recognised at festivals and attract people's attention. This idea addresses one of the greatest problems of the planet, for example, forest fires and deforestation. We are happy with everything that this campaign generated, which was born in Chile and was exhibited in many countries. In addition, the campaign managed to attract many partners, and although it is a very good creative idea, what makes us happier is that it has raised awareness about a real problem.
Reservo - 'Right to an Appointment'
Agency: BBDO Chile
Production: Alaska Film
This campaign is an idea that goes beyond advertising. It took more than two years to produce, but it managed to help people in our country who do not have access to quality medical care, or those people who have been on a waiting list for many years. An excellent idea with a purpose - to help and solve a real problem in the country, and it was achieved.
Adoption Foundations - 'Adopt a Black Dog'
Agency: La Familia Chile
Production & Post: All-Awards
Director: Seba Vildósola
I find this campaign for Adoption Foundations
very interesting because it revived a social hero: a black stray dog who was always supporting and taking care of the protesters. In Chile, he is known as 'el perro mata pacos'. They made a giant replica of him and took him back to the streets. It generated a lot of organic PR at the national level thanks to the same protesters and got very good results.
Movistar - 'Unforgettable Light'
Agency: VMLY&R Chile
First of all, I think this is a great idea. They discovered that the dome of the Movistar Arena is shaped like a breast and used it to raise awareness about cancer. It's great. Also, the implementation, execution and work must be recognised. When they are born, the creatives behind these ideas immediately think that it is difficult to get them approved, so I think it is also a great achievement to present an idea like this to Movistar that has actually been carried out.
TECHO - 'Settlements'
Agency: Inbrax Chile
This idea for TECHO is one of those ideas that makes us question many things - it's an idea that shows us the reality of the large number of poor people live in Latin America. On the other hand, it is a beautiful and very well-filmed audiovisual piece which conveys a lot. It contains a clear message and has a great idea behind it - to raise the necessary funds and be able to help people who need it.