Nine U.S. Hispanic Shops Win Prizes at Wave Festival in Rio
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Nine U.S. Hispanic agencies won 21 trophies at the Wave Festival for Latin America this week in Rio de Janeiro. One particularly popular ad was Grupo Gallegos’ TV spot “Brave” for the California Milk Processor Board, which won four Film and Film Craft awards, including the only gold for a U.S. Hispanic shop.
Independent agency Grupo Gallegos, who conceived the long-running Spanish “Toma Leche” tagline, teamed up with its milk client’s other agency, “Got Milk” creator Goodbye, Silverstein & Partners, on a campaign to address the entire California market, both Hispanic and non-Hispanic. Grupo Gallegos’ spot focuses on a young man recalling his childhood as he takes a snack break (with milk) at work. When he was afraid to go to bed at night, his mother encouraged him to think of brave people. He thinks of fire fighters, and that’s what he turns out to be now that he’s all grown up. The spot ends with the line “What you say with a glass of milk lasts forever.”
Omnicom Group’s Alma won seven awards for six brands, including three from Clorox Co. A silver went to Liquid Plumr radio spot “Hello” highlighting pipes so clear you can connect with the other side of the world, as a disembodied voice coming from Japan makes clear.
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