‘Follow2unfollow’ wins Festival of Media LatAm 2013 Awards Campaign of the Year

Starcom MediaVest Group takes network of the year

Monday 30th September, 2013

A social media campaign which saw real Puerto Rican prison inmates communicating on Twitter to discourage criminal behaviour amongst the country’s youth was named Campaign of the Year at The Festival of Media LatAm 2013 Awards.

‘Follow2Unfollow’ was shortlisted 8 times. It was named the winner of Creative Use of Media and Best Social Media Campaign. It was awarded Highly Commended for Best Use of Digital and the Public Service Award.

The judges said the campaign was ‘incredible’ and just what they were looking for. They commented: “This is an excellent example of how to use a tool that everyone can use but in a completely different and innovative way.”

The agency behind this campaign and another winning campaign, ‘Shower Stories by Zest’, Starcom MediaVest Group, was named Network of the Year. ‘Shower Stories’ was named winner of the Best Use of Content category.

The winners were announced at a gala dinner last Friday night at the Fontainebleau Hotel in Miami. Winners were selected from a record number of entries which were whittled down to 92 shortlisted entries across 13 countries.

Latin American countries recognised at the Awards were Mexico with three wins; and Brazil and Puerto Rico, and Colombia with two wins each as well as Guatemala, Peru and the Dominican Republic with one win each.

Unilever senior vice president of global media and head of The Festival of Media LatAm 2013 Awards jury, Luis Di Como, commented: “The winners of The Festival of Media LatAm 2013 all demonstrate an intelligent use of media to reach consumers in new, creative and memorable ways.

“What’s really impressive is the variety of advertisers, mix of media and spread of countries to show true strength coming from across the LatAm region. These well-deserved Award winners are reflective of not only an exciting time for the media industry in Latin America but show us what a strong future this region has.”

Also announced at The Festival of Media LatAm 2013 was the winner of the Media Accelerator Programme Hot Company of the Year, powered by IMS, which provided a $5,000 prize to the winner. This was Appetite+, an IOS application that integrates social and personalised elements into app-discovery so users can see which applications their friends have, which of those their friends would recommend to them, and which are popular in their network.

Festival of Media Founder and C Squared chief executive, Charlie Crowe, added: “As The Festival of Media LatAm 2013 grows in size and significance, so too do the Awards. The achievements recognised at these Awards reflect world class talent, insight and innovation coming out of a promising, exciting, and important region. I would like to personally congratulate all the winners and look forward to seeing what next year’s entries have to offer.”

The Festival of Media LatAm 2013, held in Miami last week, welcomed over 800 delegates from 23 countries and featured more than 80 brands and 27 speakers. It is the only event dedicated to all 23 Latin American markets. The three day event brings together Latin America’s most high profile figures and senior level decision makers from across the worlds of advertising, media and marketing.

Highlights of the Awards can be viewed at http://www.youtube.com/watch?v=JaebEPzG9t4

For more, visit www.festivalofmedia.com/latam #FOMLA13

@FestivalOfMedia

Full winners list:

1.The Campaign of the Year

Winner: Follow2unfollow / Starcom MediaVest Group & Puerto Rico Government/Correctional and Rehabilitation Department

2.The Network of the Year

Winner: Starcom MediaVest Group

3.The Creative Use of Media Award

Winner: Follow2unfollow / Starcom MediaVest Group & Puerto Rico Government/Correctional and Rehabilitation Department

4.Best Original Content

Winner: Gastronomic Heritage / OMD – Pages BBDO & Rica Evaporated Milk

5. Best Event/Experiential Campaign

Winner: El Cartel de Los Sapos, The Bootleg version / UM & El Cartel de los Sapos, the movie

6. Best Engagement Strategy

Winner: Dove – Real Beauty Sketches / Initiative & Dove

7. Best Entertainment Platform

Winner: Fiat Vem Pra Rua / Leo Burnett Tailor Made + AgênciaClick Isobar & Fiat

8. Best Use of Digital

Winner: Hellmann’s Interactive Shopping Cart / CUBOCC & Hellmann’s

HC: Follow2unfollow / Starcom MediaVest Group & Puerto Rico Government/Correctional and Rehabilitation Department

9. Best Social Media Campaign

Winner: Follow2unfollow / Starcom MediaVest Group & Puerto Rico Government/Correctional and Rehabilitation Department

10. Best Use of Content

Winner: Shower Stories by Zest / Starcom MediaVest Group & Zest

HC: Gynocanesten “Entre Nosotras” “Between us” / MediaCom & Gynocanesten

11. The Pan-Latin America Award

Winner: Where is Le Male? / Havas Media Group & Jean Paul Gaultier/Le Male

HC: Argo – An Extraordinary Story / MediaCom & Argo

12. The Public Service Award

Winner: First Ever Potable Water Billboard / Media Connection.BPN &
University of Engineering and Technology UTEC

HC: Follow2unfollow / Starcom MediaVest Group & Puerto Rico Government/Correctional and Rehabilitation Department

13.Best Contribution to a Campaign by a Media Owner

Winner: Alerta: 12-12-12 / Discovery Communications & AXA Insurance

HC: First Ever Potable Water Billboard / Clear Channel Outdoor & University of Engineering and Technology UTEC

14.Best Targeted Campaign

Winner: Chuito Discovers the Internet / Initiative SJ / SGA & Liberty Internet Services

15.The Effectiveness Award

Winner: Gillette Body Sense Launch / MediaCom & Gillette

16.Best Communications Strategy

Winner: Chuito Discovers the Internet / Initiative SJ / SGA & Liberty Internet Services

See below for links to case studies on the Cream portal of winning and highly commended campaigns:

http://www.creamglobal.com/17798/32054/follow2unfollow

http://www.creamglobal.com/17798/32858/gastronomic-heritage

http://www.creamglobal.com/case-studies/latest/17798/32375/el-cartel-de-los-sapos,-the-movie/

http://www.creamglobal.com/17798/33016/dove-real-beauty-sketches

http://www.creamglobal.com/case-studies/latest/17798/32878/fiat-vem-pra-rua/

http://www.creamglobal.com/17798/32054/follow2unfollow

http://www.creamglobal.com/17798/33011/hellmann%E2%80%99s-interactive-shopping-cart

http://www.creamglobal.com/17798/32054/follow2unfollow

http://www.creamglobal.com/case-studies/latest/17798/32875/gynocanesten-%E2%80%9Centre-nosotras%E2%80%9D-%E2%80%9Cbetween-us%E2%80%9D/

http://www.creamglobal.com/17798/32418/shower-stories-by-zest

http://www.creamglobal.com/case-studies/latest/17798/33013/argo-an-extraordinary-story/

http://www.creamglobal.com/17798/32940/where-is-le-male

http://www.creamglobal.com/17798/32054/follow2unfollow

http://www.creamglobal.com/17798/32104/first-ever-potable-water-billboard

http://www.creamglobal.com/17798/32104/first-ever-potable-water-billboard

http://www.creamglobal.com/17798/33003/alerta-12-12-12

http://www.creamglobal.com/17798/32889/chuito-discovers-the-internet

http://www.creamglobal.com/17798/32373/gillette-body-sense-launch

http://www.creamglobal.com/17798/32889/chuito-discovers-the-internet

ENDS

For press information please contact MaryLou Costa or Julie Salesses on (+44) 20 7249 7769 or at firstname.surname@withpr.co.uk

You can check out videos of previous Festivals and key presentations at www.YouTube.com/thefestivalofmedia

Please credit The Festival of Media with all images and videos used.