Best of 2018

The shortlist has been determined via an anonymous online voting. The judges can give one to five points, five marking the highest score. Only categories with ten or more applications were put to a vote and only entries with three or more points are shortlisted.

Congratulations to all the winners and nominees!

01. Agency of the Year

Winner
LLORENTE & CUENCA

LLORENTE & CUENCA: 20 years in Latin America

LLORENTE & CUENCA is the leading public relations, communications and reputation management consulting firm in Latin America, Spain and Portugal. Our team in the region (Buenos Aires, Bogota, Mexico City, Lima, Panama City, Quito, Rio de Janeiro, Santiago, Santo Domingo and Sao Paulo) comprises 9 partners and a professional staff of over 300, who strive every day to improve society through honest, intelligent, innovative and effective communication.

02. Campaign of the Year

Winner
Boehringer Ingelheim

Movement to Survive

FSB Comunicação
In order to bring the care for diabetic elders’ heart as a public health priority and assist in the efforts to incorporate Jardiance® into the federal health system in Brazil, Boehringer Ingelheim launched a movement formed by medical societies, patient associations and industries. The “Movement to Survive” joined forces to create a comprehensive awareness and engagement campaign.
Pan American Energy

PAE's 20th Anniversary Campaign

In 2017, Pan American Energy implemented a campaign on the occasion of its 20th anniversary. With efficacy and innovation, it integrated print, digital and audiovisual media with promotional activities and events in Argentina. The strategy strengthened the visibility of the company focusing on how it is like and how it works to contribute to the country’s energy development.
Quizlet

Educador Inspirador - Inspiring Learning

Sherlock Communications
Sherlock was hired to launch US learning tool, Quizlet, in Brazil, building visibility for the brand, engaging target audiences of students and teachers and driving 150k downloads in the first year. Over 11 months, through a ground-breaking launch including a state and national teachers’ awards programme, we generated nearly 200 pieces of coverage, 63.2k organic social shares and 250k downloads.

03. Campaign of the Year (small budget)

Winner
Tetra pak

Inside the Box: Packaging for Consumer Education

JeffreyGroup
Tetra Pak is a global leader in food processing and packaging that provides solutions to the well-known brands that consumers use daily, yet Tetra Pak is generally not well-known among the general public. To mark Tetra Pak’s 60th Anniversary in Brazil, JeffreyGroup developed a strategy together with the company which aimed to bring Tetra Pak closer to end consumers.
CA Technologies

The Modern Communications Factory for Latin America

LLORENTE & CUENCA
The case presents LLORENTE & CUENCA's strategy, as well as its actions and results, to raise CA Technologies awareness and position in Brazil, Argentina, Chile, Colombia, Mexico and Peru and to disseminate the company's global campaign, called "The Modern Software Factory".
Nespresso

Nespresso Talents

Porter Novelli México
What is Nespresso Talents? One of Nespresso’s global platforms to drive filmmaking talent around the world. In 2017, the competition was organized for the second time in Mexico through a PR campaign to promote participation. Mexico was the country with the highest number of entries, and we also had the opportunity to promote the competition at a local level.

04. Transport & Logistics

Winner
redBus

Looking for Marco´s Mom

BCW
Busportal, a Peruvian startup, was launched with the goal of facilitating the purchase of bus tickets through a digital platform. In July 2016, most of Busportal’s shares were purchased by redBus, an Indian company recognized for leading online ticket purchasing technologies. BCW created a strategy to attract the redBus target audience by engaging digital influencers.
Manhattan Associates

Manhattan Associates launch in Brazil

Sherlock Communications
Manhattan Associates briefed Sherlock Communications to launch and promote its logistics software products and services in Brazil. In 12 months, we achieved 197 pieces of coverage in target media (total reach 124 million) planned and supported 12 events and generated qualified leads through highly targeted social media and digital campaigns.

05. Energy

Winner
Pan American Energy

Doing things right

In the framework of its 20th anniversary, Pan American Energy made an advertising spot to spread it online and to show it at events that commemorated the company’s foundation. The video conveys the essence and magnitude of the company with a very human and local imprint, focused on the people and the work teams.
Autlán

Autlán’s Content Dissemination Strategy: CommSite

LLORENTE & CUENCA México
Autlán is a specialized supplier of energy, manganese and ferroalloy. The Mexican company needed a strategy to inform stakeholders and communities about their identity, values, and procedures to extract minerals and generate energy. Thanks to the CommSite called “Comunidades Autlán”, the company has steered the way they communicate with society with an innovative digital and interactive solution.
Casa dos Ventos Energias Renováveis

Energy for a new world

LLORENTE & CUENCA
With a frozen sector, which means no energy auctions and the country experiencing an economic crisis, Casa dos Ventos needed to highlight its 10th anniversary and the importance of the wind power for Brazil's energy matrix, boosting public opinion outcry. Through a communication effort and a huge cultural contest, we summed 450 news and from zero to almost 2 thousand followers on Instagram.

06. Science & Education

Winner
Cultura Inglesa

22nd Cultura Inglesa Festival

Edelman Brasil
Edelman has been supporting Cultura Inglesa for 8 years on delivering the school’s sociocultural mission through a relevant and free multicultural programming that spreads the many aspects of British culture and pushes Brazilian art. With more than two weeks of visual arts, music, dance, movies and theater, Cultura Inglesa Festival already is a part of São Paulo’s official calendar.
Fundação Roberto Marinho

A museum where the Portuguese language is

While the headquarters were rebuilt, the Museu da Língua Portuguesa remained alive, present and active, in a constant dialogue with its various audiences. All this movement made sense to the motto of the campaign: "The museum is being rebuilt, but it is our language that is always under construction."
Instituto de Matemática Pura e Aplicada (IMPA)

Mathematics on the Media: the International Congress in Rio

Corcovado Comunicação Estratégica
Corcovado coordinated the communications ops of the International Congress of Mathematicians in multiple media. It included PR, a magazine, crisis management, the IMPA Journalism Award; production/approval of TV shows; writing of 213 stories (English/Portuguese) for the site, daily newsletters. Our social media reached 2.8 million people and 200 news stories were printed in Brazil and abroad.

07. Health & Chemicals

Winner
Protex

Protex:What no body told you

BCW
In Peru, Colgate-Palmolive’s brand Protex launched in the Protex Íntimo, a soap for vaginal hygiene. However, based on BCW research, Peruvian women were not familiar with special soaps for feminine hygiene. We created a strategy using the concept #WhatNobodyToldYou, to change women’s intimate hygiene habits, and communicate the benefits of using special soaps for the intimate area.
Sanofi Pasteur

The Value of Vaccination

Porter Novelli
Vaccination is the only protection against some deadly diseases. Nevertheless, fake news and a drop in vaccination coverage rates have increased the risk of the reappearance of eliminated diseases, such as polio and measles. In the context of the World Immunization Week and the Week of Immunization of the Americas, Sanofi Pasteur organized the media seminar “The Value of Vaccination".

08. Travel & Tourism

Winner
Booking.com

A Night at the Football Museum with Booking.com

Edelman Brasil
Travel and football are two of the greatest passions among Latin Americans and Booking.com wanted to leverage that during the countdown to the biggest football competition in the world, held in Russia in 2018. Sparking the willing to travel and providing a unique experience, we presented “A Night at the Football Museum”, where a lucky guest won a contest and spent a unique night.
Marriott International

Marriott: Equally Welcome

JeffreyGroup
Marriott International's “Equally Welcome” program sought to make every traveler and guest feel embraced across the Caribbean and Latin America, where the LGBTQ community still faces many challenges. With a longstanding culture of inclusion, Marriott took a strong stand in demonstrating its values, garnering public support for its core principles, despite the risks of doing so.
Riviera Nayarit

Riviera Nayarit

BCW
The Riviera Nayarit in Mexico was known as an “old fashion” tourist destination and as an unsafe place for local and foreign tourists. The Convention and Visitors Office sought to improve the Riviera Nayarit’s image as an important ecotourism destination with great gastronomic offerings. To support these efforts, BCW Mexico developed a strategic communications plan.

09. Food & Beverage

Winner
Unilever de Argentina

Sustainable Nutrition

Our global food system is affected by climate change and scarcity, resulting in obesity/malnutrition. Unilever, as one of the largest food companies, has a role to play. Unilever Sustainable Nutrition Narrative recognizes the interrelation of the food system from production to consumption, through 5 commitments. We developed a regional PR strategy to bring the narrative to life and balance the deb
Patron Spirits

Proudly Mexican: Tequila Patrón+Guillermo del Toro

JeffreyGroup
Jalisco is a special place where two great ambassadors of Mexico were born: Ultra-premium Tequila Patrón and Academy Award-winning filmmaker Guillermo del Toro. With this in mind, Tequila Patrón developed a partnership with the artist to design a special edition bottle that reflects the philosophy of craftmanship and imagination that they both share.
Tetra pak

Inside the Box: Packaging for Consumer Education

JeffreyGroup
Tetra Pak is a global leader in food processing and packaging that provides solutions to the well-known brands that consumers use daily, yet Tetra Pak is generally not well-known among the general public. To mark Tetra Pak’s 60th Anniversary in Brazil, JeffreyGroup developed a strategy together with the company which aimed to bring Tetra Pak closer to end consumers.

10. Government Agencies & NGOs

Winner
Amigos Múltiplos pela Esclerose

Pedaling for Multiple Sclerosis Awareness

LLORENTE & CUENCA
The case presents LLORENTE & CUENCA's strategy, as well as its actions and results, to raise awareness and position the NGO Amigos Múltiplos pela Esclerose and its mission to increase knowledge about Multiple Sclerosis early diagnosis and treatment. The main challenge was to promote the NGO as a specialized agent to Brazilian niche outlets and to promote the event.
Alcaldia de Barranquilla

Yo Cuento

Kymera Studios
Yo Cuento is a multiplataform strategy build for the Barranquilla´s Mayor Office, that highlights the work of unknown employees of the Administration, beneficiaries of City Hall's programs and independent citizens who build a better city every day. Our challenge was to overcome the success of infrastructure achievements and move the spotlight towards the social work carried out by the governme
ONU Mujeres

"No Es De Hombres" (It's not Manly Behavior)

Hill + Knowlton Strategies Latin America, JWT
87.7% percent of women in Mexico City feel unsafe while using public transportation. “No es de hombres” is UN Women and Mexico City Council’s campaign to generate awareness around this issue, while promoting the prevention of sexual harassment in the city’s public transportation. The campaign put men in “women’s shoes” with two social experiments. In just a few hours, the videos went viral.

11. Multi-Channel Communications

Winner
Quizlet

Educador Inspirador - Inspiring Learning

Sherlock Communications
Sherlock was hired to launch US learning tool, Quizlet, in Brazil, building visibility for the brand, engaging target audiences of students and teachers and driving 150k downloads in the first year. Over 11 months, through a ground-breaking launch including a state and national teachers’ awards programme, we generated nearly 200 pieces of coverage, 63.2k organic social shares and 250k downloads.
Instituto de Matemática Pura e Aplicada (IMPA)

Mathematics on the Media: the International Congress in Rio

Corcovado Comunicação Estratégica
Corcovado coordinated the communications ops of the International Congress of Mathematicians in multiple media. It included PR, a magazine, crisis management, the IMPA Journalism Award; production/approval of TV shows; writing of 213 stories (English/Portuguese) for the site, daily newsletters. Our social media reached 2.8 million people and 200 news stories were printed in Brazil and abroad.
Salud Digna Para Todos IAP

Octubre Rosa - Mi Mejor Legado

Breast cancer represents 16% of all cases of breast cancer in the world and is the leading cause of death in women due to malignancy. In Mexico, the reality is not different: 23,687 cases of breast cancer were registered in the country only in 2013, which caused over 5,900 deaths among Mexican women.

12. Multi-Market Communications

Winner
Arcos Dorados

Primer Empleo

Arcos Dorados is a catalyst for social mobility by providing career opportunities and employability to thousands of young people in the countries where it is present; it allows them to learn norms and methodologies of teamwork in a highly demanding operation, as well as acquire relevant experience to face their subsequent professional development with better tools.
CA Technologies

The Modern Communications Factory for Latin America

LLORENTE & CUENCA
The case presents LLORENTE & CUENCA's strategy, as well as its actions and results, to raise CA Technologies awareness and position in Brazil, Argentina, Chile, Colombia, Mexico and Peru. The main pillar of the plan was the creation of a content production center, conducted and coordinated by the team in Brazil, which allowed defining and guaranteeing a quality standard for the entire region.
NVIDIA

NVIDIA: A really challenging multimarket campaign

MarketCross
MarketCross was hired by NVIDIA to manage its PR and media relations in Latina America (in spanish Latam). Project included five countries of the region: Argentina, Colombia, Chile, Peru and Mexico. Main goal was to deliver a comprehensive PR service in each territory, maintaining the global brand image but with local flavor, to gain engagement in the local media.

13. Internal Communications

Winner
Pan American Energy

Sharing

The program rewards PAE’s work teams that make remarkable contributions to the company. For PAE’s employees, it represents a great opportunity to get to know the best practices and to learn from those who work in other departments or locations. It is unique in the Argentine industry: it is a tool for knowledge management and interconnected training. It has generated 1,250 improvements since 1998.
Carmargo Corrêa Infraestrutura

Camargo Corrêa: Tranformation Magazine

JeffreyGroup
Based on integrity and transparency, Camargo Corrêa Infra is the new heavy construction operation of Camargo Corrêa group. with 80 years of technical excellence, it is the protagonist of a new moment for infrastructure in Brazil. Transformation Magazine is our solution to the challenge of reinforcing the new corporate culture and inviting employees to be part of this moment.

14. Reputation Communications

Winner
Kaspersky Lab

Kaspersky Lab - Mission: Save the World

JeffreyGroup
Kaspersky Lab's products protect over 400 million users annually from cybersecurity threats. Its ultimate mission - to save the world - expresses the commitment to safeguarding what matters most to people. In 2017 Kaspersky faced unproven allegations by the U.S. government that it conducted cyber-espionage. Our team implemented a proactive campaign to defend the Kaspersky brand in Latin America.
International Council on Mining and Metals

Mining With Principles - ICMM

H+K Strategies Latin America
As a result of mining operations in local rural communities, we developed a radio campaign through a series of podcasts, created to tell ICMM’s mining story in 2 regions, reach and educate millions of residents in these towns, and help change perceptions. The campaign raised awareness of the importance of mining activity in the country, as well as the social/economic benefits to host communities.
Scotiabank

Scotiabank: Investing in Trust and Visibility

JeffreyGroup
JeffreyGroup developed a communications program based on our proprietary Reputation Model to highlight Scotiabank’s positive attributes in a manner that could be tailored to diverse stakeholders. The key was to initiate and maintain a conversation between Scotiabank and its stakeholder groups, developing new stories and promoting the brand across different communications platforms.

15. Storytelling

Winner
Grupo Modelo - AB-InBev (Brand: Cerveza Victoria)

Lady Prieta - Cerveza Victoria

H+K Strategies Latin America, JWT, MediaCom
Mexicans with brown skin have become marginalized in their own country. Cerveza Victoria created the most-shared video of 2017 in Mexico to restore national pride by confronting Mexicans for their behavior. It demonstrated that racial discrimination goes against the core notion of who we are as a country. Media supported the campaign organically, giving a powerful push to the brand’s statement.
Colgate

What you do in the morning changes your whole day

BCW
Toothbrush industry often face two big challenges: communicating emotional attributes to your tooth brushing routine, and promoting the online sales of a product with a very low repurchase rate in the Brazilian market. BCW Brazil, Colgate, and a group of handpicked digital influencers, to develop the campaign, “what you do in the morning, can change your whole day,” to tackle both challenges.
Starbucks México

Starbucks, 15 Years in Mexico

LLORENTE & CUENCA México
In September 2017, Starbucks celebrated 15 years of arriving in Mexico. Under this context, LLORENTE & CUENCA was in charge of developing a communication strategy in order to guide the anniversary storytelling towards the brand's commitments with Mexico in coming years.

16. Brand Relationship

Winner
Allergan Produtos Farmacêuticos

Juvéderm The Beauty of My Power

Talquimy
Juvéderm®, a facial filler, had the challenge of positioning the brand in a market where brands are not perceived and people don't admit doing aesthetics procedures. Juvéderm® pioneered a multiplatform campaign, including two web series, social pages, media relations, influencer program, events and activation. Outstanding results turn the case into a benchmark case globally.
Konami Holdings Corporation

Konami in the movies

H+K Strategies Latin America
In partnership with production company Patagonik, Konami increased its brand visibility by featuring its soccer videogame in a key scene in the romantic comedy El Amor Menos Pensado. The scene, in which award-winning actor, Ricardo Darin, plays the videogame, reached 700,000+ consumers. The film debuted in theaters nationally and became the second most popular movie of 2018.
Marriott International

Marriott: Equally Welcome

JeffreyGroup
Marriott International's “Equally Welcome” program sought to make every traveler and guest feel embraced across the Caribbean and Latin America, where the LGBTQ community still faces many challenges. With a longstanding culture of inclusion, Marriott took a strong stand in demonstrating its values, garnering public support for its core principles, despite the risks of doing so.

17. Launch

Winner
Xiaomi

Xiaomi coming to Mexico

LLORENTE & CUENCA México
In 2017, LLORENTE & CUENCA developed a plan focused on strengthening the expansion of Xiaomi's footprint in Mexico and around the world, showing the true value of its innovation and its high-end products at low-end prices, in addition to emphasize Xiaomi's commitment to its users.
Ford Brasil

Ford Mustang

BCW
After 54 years, Ford brought Mustang to Brazil, an icon known as the world’s muscle car. The challenge was exceeding the brand's expectations with an organic PR plan. Promoting experiences and pitches, BCW and Ford’s Communication team worked to raise the car’s brand profile with the top-tier media and influencers from automotive, business, and lifestyle groups.
Quizlet

Educador Inspirador - Inspiring Learning

Sherlock Communications
Sherlock was hired to launch US learning tool, Quizlet, in Brazil, building visibility for the brand, engaging target audiences of students and teachers and driving 150k downloads in the first year. Over 11 months, through a ground-breaking launch including a state and national teachers’ awards programme, we generated nearly 200 pieces of coverage, 63.2k organic social shares and 250k downloads.

18. Corporate Responsibility

Winner
Unilever de Argentina

Let´s Save the Food

Unilever is committed to sustainable nutrition, from sustainable production to consumption. Food loss and waste is one of Unilever’ 5 pledges, and is tackled across the value chain- In the farm, in food manufacturing sites, at the office and corporate events and raising awareness among employees and consumers. The company linked with FAO to launch initiatives through awareness-raising campaigns.
DSM

Feed The Future: a connected educational ecosystem

The virtual community of nutritionists, pediatricians and other health influencers has already supported more than 42 million mothers in Mexico to provide better food choices for their kids and confront child obesity rates. Using social media, we were able to amplify the reach of communications between the network of professionals and the community of moms in a agile and effective way.
MARS Petcare

Adoptafest The biggest adoption event in Mexico

Porter Novelli - MARTEC SA DE CV
Pedigree® needed to be positioned as the brand that leads adoption and animal welfare efforts in Mexico through its program “Pedigree Adóptame®”, a platform that supports, trains and brings together organizations and individual rescuers focused on animal protection. To achieve it, Pedrigree® planned to have the biggest adoption event ever registered in Mexico.

19. Event & Experiential Marketing

Winner
Campari

Naren Young - Live the experience in Argentina with Campari

H+K Strategies Latin America
To elevate the concept of homemade classic cocktails with Campari’s spirits, the brand brought to life the first international pop-up experience in Argentina, replicating New York’s famous bar, Dante. The bar’s owner, renowned bartender Naren Young, served his signature cocktails making the experience all-the-more unique for attendees, garnering great interest across social and traditional media.
Ford Brasil

Ford Mustang

BCW
After 54 years, Ford brought Mustang to Brazil, an icon known as the world’s muscle car. The challenge was exceeding the brand's expectations with an organic PR plan. Promoting experiences and pitches, BCW and Ford’s Communication team worked to raise the car’s brand profile with the top-tier media and influencers from automotive, business, and lifestyle groups.
Pan American Energy

Celebrating PAE's 20th Anniversary

In 2017, PAE launched a 20th Anniversary Institutional Campaign. Within this framework, the commemorative events represented an opportunity to position it as a company that, after investing and innovating for 20 years, is ready to go for more. • 4 events in Salta, Chubut, Neuquén and the city of Buenos Aires. • More than 2,450 guests in total. • 98 artists on stage in total.

20. Corporate Publication

Winner
Salud Digna Para Todos IAP

Revista Salud Rosa

Free publication created to put valuable information on breast cancer within the reach of Mexican women, with the aim that all of them can count on the necessary tools to achieve the timely detection of this disease and win the battle to cancer. This publication contains important information on women's health care, as well as interviews with internationally renowned medical specialists, columnist
Carmargo Corrêa Infraestrutura

Camargo Corrêa: Tranformation Magazine

JeffreyGroup
Based on integrity and transparency, Camargo Corrêa Infra is the new heavy construction operation of Camargo Corrêa group. with 80 years of technical excellence, it is the protagonist of a new moment for infrastructure in Brazil. Transformation Magazine is our solution to the challenge of reinforcing the new corporate culture and inviting employees to be part of this moment.
Pan American Energy

Book Cerro Dragón

“Cerro Dragón. Energy for Argentina’s development” is a high-end book intended to communicate a landmark of PAE: 20 years of work in the main oil field in Argentina: "Cerro Dragón". The didactic strategy favored the distribution of key messages as regards PAE’s vision, mission and values, as well as other issues related to technology, operation, production, HR, environment, CSR and finances.