San Juan - Badillo Saatchi & Saatchi, Puerto Rico's most creative agency, won the largest number of awards for the fifth consecutive year at the 31st edition of the Cúspide Awards, sponsored by the Puerto Rico Advertising Agency Association. The composition of the jury was 100% international.
Badillo Saatchi & Saatchi won two Grand Prix for the same initiative in two categories - Pro Bono Campaign and Environment, an unprecedented feat in this festival. The agency has been the top winner 8 times during the past eleven years. In addition to the Grand Prix, the agency won 18 awards - three times more than its nearest contender, including 8 Gold, 9 Silver and 5 Bronze, plus 8 Finalists. The award ceremony was held May 3 at the Caribe Hilton Hotel.
The two Grand Prix went to Badillo Saatchi & Saatchi's "Children Against Bullets" social media campaign for United Way (Fondos Unidos de Puerto Rico), which also received 2 Gold and 1 Bronze awards.
Gold awards in TV were also given to Toyota Yaris' "Friends" spot, to Toyota Latam's campaign "Short Stories" ("Mafiosi", "Bomb" and "Pool") and to that campaign's "Mafiosi" commercial. The other Gold winners were Toyota Brand's "Hotel" print ad, MasterCard's Interactive "E-Thief" E-mail drop action and El Nuevo Día newspaper's Home Delivery "The Day No One Went Out" Direct Advertising effort.
Silver award winners were Toyota Latam's "Bomb" TV spot, Toyota Brand's print campaign "Forward" ("Hotel", "Train") plus that campaign's "Train" ad and Mondelez Trident's "Trident Jam" on-site promotion.
The Bronze awardees were Toyota Latam's "Pool" TV spot, Toyota FJ Cruiser's "Head" poster, Mondelez Trident's "Trident Jam" on-site promo in both Environment and Innovation and MasterCard's "E-Thief" E-mail drop action in Direct Advertising.
Agency president Erasto Freytes commented: "I am elated at our agency's performance so far this year at FIAP and now Cúspide - all during the same week. Being the top winner five years in a row at Cúspide is a remarkable feat, crowned by two Grand Prix for a single campaign. Once more, our agency's ideas have shone way above those of our competitors."
To which the agency's executive creative director, Juan Carlos Rodríguez added: "It is important that we have consistently demonstrated our superiority as a creative agency in our market by dominating this festival for five consecutive years. I think that being the most creative agency in the market should be a mandatory objective for every agency in the network. It helps us to excel in our respective markets. It is not contradictory with the energy dedicated to win at Cannes, but complementary. It's part of the same effort."
He also stated: "It is important to point out that "Children Against Bullets" won two Grand Prix. This idea was very well received at the recent Saatchi & Saatchi Worldwide Creative Board held in Madrid. Winning two Grand Prix with the same idea is a first at this festival. We also dominated by winning 8 of the 10 Golds that were awarded. This is important since the composition of the jury was 100% international."