2012 Winners

Círculo Creativo and AHAA Announce 2012 USH Idea Awards Winners

Ad for Volvo by La Comunidad Wins Best Idea of 2012; GrupoGallegos, Vidal and Bravo top winners as well. More than 300 Entries Submitted, Representing More than 30 Agencies Across the U.S.

MIAMI - May 7, 2012 — When the USH Idea Awards set out to look for a new standard in creative innovation in the industry, the call was heard from agencies across the U.S. who submitted their best work in all media, from digital to film. With more than 300 entries received from creative talent in the U.S. Hispanic market, 22 winners were selected representing the best of the field following a rigorous review. In addition, five entries were selected as the best in show in the Top Five Idea awards.

USH Idea Awards winners for the top five creative executions of 2012 include:

1st BEST IDEA OF THE YEAR
Campaign Name: "Volvo in Every Car"
Agency: La Comunidad
Client: Volvo

2nd BEST IDEA OF THE YEAR
Campaign Name: "Forgot your password?"
Agency: Grupo Gallegos
Client: Alzheimer's Association

3rd BEST IDEA OF THE YEAR
Campaign Name: "Keep it legendary"
Agency: The Vidal Partnership
Client: Heineken

4th BEST IDEA OF THE YEAR
Campaign Name: "El Spooky Show"
Agency: La Comunidad
Client: MTV3 / Comedy Central

5th BEST IDEA OF THE YEAR
Campaign Name: "Maricopa"
Agency: Bravo Group/Y&R
Client: Border Action Network

In addition, a total of 14 agencies were selected as winners for outstanding work, including very strong representation of digital and online media. Winners include:

Category: FILM
Sub-Category: Cars, trucks, motorcycles and other vehicles. Accessories and auto-products.
Name: Jobs
Agency: Concept Cafe Advertising
Client: American Honda

Category: FILM
Sub-Category: Entertainment, travel, tourism and events.
Name: Trabajo
Agency: Conill Saatchi & Saatchi
Client: Consulate General of Argentina in Los Angeles

Category: FILM
Sub-Category: Best Film Campaign
Name: Burn-Sign-Tire-Wrench
Agency: Conill Saatchi & Saatchi
Client: Toyota

Category: FILM
Sub-Category: Household cleaning products, home, health & pets & appliances. Cosmetic & beauty. Toiletries. Pharmaceutical.
Name: Chancla
Agency: Grupo Gallegos
Client: Ortho

Category: FILM
Sub-Category: Entertainment, travel, tourism and events.
Name: Paternidad
Agency: Lápiz
Client: Chicago Film Festival

Category: FILM
Sub-Category: Best Beyond TV
Name: El Spooky Show
Agency: La Comunidad
Client: MTV3 / Comedy Central

Category: FILM
Sub-Category: Best Beyond TV
Name: Harlistas
Production Company: La Banda Films
Client: Harley Davidson (Advertising Agency: Carmichael Lynch)

Category: FILM
Sub-Category: Public and Private Service
Name: Classified
Advertising Agency: Dieste
Client: LULAC

Category: DIGITAL
Sub-Category: Interactive Campaign
Name: "Keep it legendary"
Agency: The Vidal Partnership
Client: Heineken

Category: DIGITAL
Sub-Category: Social Media
Name: "Maricopa"
Agency: Bravo Group/Y&R
Client: Border Action Network

Category: GRAPHIC MEDIA
Sub-Category: Food, sweet foods & snacks, savory foods.
Name: Dress It
Agency: Alma DDB
Client: Hidden Valley Ranch

Category: GRAPHIC MEDIA
Sub-Category: Best Graphic Media Campaign.
Name: Mistakes
Agency: Alma DDB
Client: Rosetta Stone

Category: GRAPHIC MEDIA
Sub-Category: Publications and media.
Name: Mistakes
Agency: Alma DDB
Client: Rosetta Stone

Category: PRODUCTION TECHNIQUES
Sub-Category: Best Best In online, mobile phones and mobile media production.
Name: Carnicero-Cangrejo
Agency: Concept Cafe Advertising
Client: NotiCreo.com

Category: BEYOND HISPANIC
Sub-Category: Radio
Name: See Everything
Agency: Bravo Group/Y&R
Client: Leica

Category: BEYOND HISPANIC
Sub-Category: Online
Name: "Volvo in Every Car"
Agency: La Comunidad
Client: Volvo

Category: BEYOND HISPANIC
Sub-Category: Promo
Name: Pedal Painting
Agency: LatinWorks
Client: LIVESTRONG Foundation

Category: INNOVATION
Sub-Category: In online media, cellphones
Name: "Keep it legendary"
Agency: The Vidal Partnership
Client: Heineken

Category: INNOVATION
Sub-Category: In online media, cellphones
Name: "Forgot your password?"
Agency: Grupo Gallegos
Client: Alzheimer's Association

Campaign Synopsis

Category: INNOVATION
Sub-Category: In online media, cellphones.
Name: Play today, Illuminate tomorrow
Agency: Alma DDB
Client: State Farm

Category: INNOVATION
Sub-Category: In Film
Name: The longest call ever
Agency: Conill Saatchi & Saatchi
Client: T-Mobile

Category: PROMO
Sub-Category: Direct email, emails and mobile phones.
Name: "Forgot your password?"
Agency: Grupo Gallegos
Client: Alzheimer's Association

The USH Idea Awards were created to recognize remarkable achievements in creativity by Circulo Creativo in partnership with AHAA. From the criteria established, to the accomplished

jury selected to oversee the winner selection, every step was carefully planned to create an award that would elevate the industry to global standards. The Top five awards were selected in a closed-door meeting by a team of renowned international judges that includes advertising icon Hernán Ponce from Ponce Buenos Aires, award-winning creative Jose Montalvo from Ogilvy Mexico, and award-winning creative and partner at Santo, Pablo Minces.

The nine-member jury is rounded out by U.S. Hispanic leaders Luis Miguel Messianu from Alma, Aldo Quevedo from Dieste, Pablo Buffagni and Favio Ucedo from Grupo Gallegos, Mauricio Galván from Totality, and Gustavo Lauria from The Vidal Partnership and president of Círculo Creativo.

“The fact that our Top Ideas represent work in the Digital and Innovation fields, speaks to how ready our agencies are for the future challenges of our industry,” said Gustavo Lauria, president of Círculo Creativo and the force behind the USH Idea Awards. “We are very proud of the creative level of the award’s results and very grateful for the support and participation of all the agencies and production companies that took part in this first edition.”

“It was an honor to preside over the jury and the USH market should feel very proud based on the outstanding work we reviewed this week. Only the best of the best ideas won, and to have this level of excellence is a great accomplishment and a great promise for what the future holds”, said Hernán Ponce of Ponce Advertising in Buenos Aires.

The USH Idea Awards were presented at a gala marking the end of the AHAA 2012 Annual Conference at the Arsht Center in Miami on May 4th, 2012.